Redefining Ad Blockers: YouTube's Experimental Test to Limit Usage

YouTube's ad-blocking experiment: Disable ad blockers or subscribe to YouTube Premium. User reactions and implications explored.
YouTube(Image credit: Azamat E / Unsplash)

YouTube is currently undertaking a novel experiment aimed at curbing the use of ad blockers. In this experiment, users are being prompted to either disable their ad-blocking software or consider purchasing a premium subscription after watching three videos.

Several Reddit users recently shared screenshots of YouTube displaying a warning message to individuals who had ad-blocking extensions enabled on their desktop browsers. The message conveyed that the video player would be blocked after three videos, with a subsequent statement indicating that the user appeared to be using an ad blocker. It further emphasized that video playback would only be permitted if YouTube was added to the allowlist or if the ad-blocking software was deactivated.

YouTube Player(Image credit: u/Reddit_n_Me)

One user even shared a screenshot revealing that YouTube had indeed blocked access to a video, accompanied by a message stating that ad blockers violated the platform's Terms of Service. Reports have also surfaced of YouTube restricting the functionality of ad blockers on mobile devices.


YoutTube(Image credit: Reddit)

When approached for clarification, YouTube informed Bleeping Computer that the warning sign was part of an ongoing global experiment. The company explained that it was urging viewers with enabled ad blockers to either permit ads on YouTube or explore the option of subscribing to YouTube Premium.

Moreover, Google, the parent company of YouTube, cautioned that if users refused to allow YouTube on their ad-blocking software, the platform might temporarily disable video playback in certain cases deemed "extreme."

It is worth noting that this is not the first time YouTube has conducted experiments to encourage users to opt for premium subscriptions. In a previous test, it briefly prompted users to purchase a paid plan to access 4K videos. Furthermore, in September of last year, YouTube even experimented with displaying up to 11 unskippable ads at the beginning of videos, aimed at providing an uninterrupted viewing experience.

YouTube reported last year that it boasted more than 80 million subscribers across its Music and Premium offerings, highlighting the popularity and reach of its subscription-based services.