YouTube remains the popular online destination for watching videos, listening to music, and following your favorite creators. All users can access the ad-supported version of the video-sharing and streaming platform for free. If you want to avoid commercials and watch videos on YouTube without interruption, you must subscribe to YouTube Premium.
However, some users elected not to pay for a subscription and instead used free yet powerful ad-blockers to continue watching YouTube without commercials. This is coming to a close. While YouTube had already begun experimenting with curbs on ad blockers, it has initiated “a global effort” to crack down on ad blocking extensions, forcing users to subscribe to YouTube Premium or allow ads on the site.
According to The Verge, YouTube is stepping up its attempts to make ad blockers ineffective on its site. YouTube communications manager Christopher Lawton told the outlet that the firm has undertaken “a global effort” to get viewers to allow advertisements or subscribe to YouTube Premium.
“The use of ad blockers violates YouTube’s Terms of Service. We’ve launched a global effort to urge viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium for an ad-free experience. Ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube,” the platform’s official statement reads.
YouTube is now restricting video playback for users who have ad block addons activated. When attempting to play a video on the site, users will now see a warning from YouTube reporting ad blockers. “Video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled,” according to the notice. The alert also gives viewers the option of allowing advertisements or trying out YouTube Premium.
YouTube indicated in June that it was testing a three-strike policy for those who use ad blockers on its platform. YouTube has previously stated that it was doing a “small experiment” on a global scale to urge users to either enable advertisements or subscribe to its ad-free Premium service.
The platform has also been spotted attempting video blocking for users who have ad blockers activated. Its efforts appear to have expanded, as most users with ad blockers activated are unable to play videos on the platform.