YouTube is now fully blocking ad blockers around the world2023-11-01 16:15 by Daniela
Tags: YouTube, ad blockers
YouTube is broadening its efforts to crack down on ad blockers. The platform has "launched a global effort" to encourage users to allow ads or try YouTube Premium, YouTube communications manager Christopher Lawton says in a statement provided to The Verge.
As users continue to trawl the depths of YouTube, they will now be greeted with a pop-up warning them to disable their ad blocker saying "video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled." This notification began popping up for users across the platform earlier this month, but it was as simple as shrugging it off by closing out the message.
Shortly thereafter, YouTube forced users to acknowledge the message but still allowed them to exit out of it after a brief timer elapsed. Now, YouTube is requiring users to take action in the platform's favor in order to circumvent the pop-up.
This takes the form of a prominent "Ad blockers violate YouTube's Term of Service" message in the video player that ultimately does not let you proceed unless you "Allow YouTube Ads" (by disabling your ad blocker for youtube.com with a link to full instructions for AdBlock, Adblock Plus, and uBlock Origin).
The alternative is subscribing to YouTube Premium, which is currently $13.99 per month (or $139.99 annually) in the US after a recent price increase in July. A family plan for up to five members is $22.99 per month, while student pricing is $7.99 per month.
YouTube has made several changes to the way ads operate on its platform this year. The company introduced unskippable 30-second ads to its TV app in May and later began experimenting with longer but less frequent ad breaks on TV, too. YouTube is likely hoping that its lengthy ad breaks drive more users to sign up for its ad-free YouTube Premium subscription, but a $2 price hike and the discontinuation of its cheaper Premium Lite plan might make the option less attractive.
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