In an effort to increase revenue, video-sharing platform YouTube is widening its efforts to crack down on ad blockers. The company has launched a global effort that encourages viewers to either allow ads on the platform or subscribe to YouTube Premium for an ad-free experience.
According to a report by The Verge, viewers with ad blocker enabled may see a notice that states, “video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled.” Furthermore, the notice includes a prompt to allow ads on the platform or try YouTube Premium.
The use of ad-blockers violates YouTube’s Terms of Service, according to a spokesperson. “Ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube,” the spokesperson said.
YouTube started experimenting with ways to restrict viewers with ad block enabled back in June 2023. Initially, it displayed a pop-up notification to some users suggesting either they disable the ad blocker or switch to YouTube Premium. However, after dismissing the message, users could continue watching YouTube videos. But now the company is taking a more aggressive approach and restricting non-premium users with ad blockers enabled from watching videos.
YouTube viewers who want ad-free viewing will have to opt for a Premium subscription, which costs Rs. 129 per month in India. YouTube Premium also offers downloads, enhanced bitrate, background playback, and access to YouTube Music.