YouTube tests to restrict viewers with ad-block enabled

Video-sharing platform YouTube depends on advertisements and Premium members to generate revenue and support creators. However, some users use third-party apps or ad-blockers to block ads on YouTube without paying for a Premium subscription. Using an ad-blocker violates YouTube’s Terms of Service. Now, the company is testing to restrict users from viewing YouTube videos with ad blocker enabled. 

According to a Reddit post, the company is displaying a pop-up notification to some YouTube users who use ad-blocker to skip ads on the platform. The pop-up message warns users that the video playback will be blocked after three videos unless they allow ads or subscribe to YouTube Premium. 

“It looks like you may be using an ad blocker. Video playback will be blocked unless YouTube is allowlisted or the ad-blocker is disabled. Ads allow YouTube to stay free for billions of users worldwide. You can go ad-free with YouTube Premium, and creators can still get paid from your subscription,” the notification reads.

“We are running a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium. Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers,” said a YouTube spokesperson in a statement to Android Authority. “In extreme cases, where viewers continue their use of ad blockers, playback will be temporarily disabled.”

Those who want ad-free viewing on YouTube 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.