This development follows the emergence of a new prompt that warns users about potential disruptions in video playback if YouTube detects repeated usage of ad blocking tools. Android Authority previously reported on these tests, which restrict viewers from watching more than three videos when an ad blocker is active.
According to Oluwa Falodun, a Google spokesperson, ad blocker detection is not a new practice, as other publishers frequently request viewers to disable ad blockers. YouTube emphasizes that it will issue multiple notifications encouraging users to discontinue the use of such tools or, alternatively, subscribe to YouTube Premium, before any interruptions to their viewing experience occur.
“We take disabling playback very seriously and will only do so if viewers disregard repeated requests to allow ads on YouTube," Falodun stated in an email to The Verge. "If viewers believe they have been incorrectly identified as using an ad blocker, they can provide feedback by clicking on the link in the prompt."
These measures indicate that YouTube is adopting a stricter stance against ad blockers, citing the importance of ad revenue for compensating creators and maintaining a free platform. "YouTube’s ad-supported model supports a diverse ecosystem of creators and provides billions of people worldwide with access to free content through ads," the company's statement explained.
Over the years, YouTube has tested users' patience by experimenting with heavier ad loads. In one of its previous experiments, the company served up to ten unskippable clips within a single ad break. Additionally, in May, YouTube announced the introduction of 30-second ads on TV platforms.
YouTube Premium, priced at $11.99 per month or $119.99 annually, offers an ad-free experience along with other benefits like offline downloads and YouTube Music Premium. Last November, the company announced that it had surpassed 80 million combined subscribers across YouTube Premium and YouTube Music. Thus, while protecting creators' earnings serves as a commendable rationale, YouTube also has a vested interest in steering more users towards its recurring monthly subscription.
"We aim to inform viewers that ad blockers violate YouTube's Terms of Service and make it easier for them to enable ads on YouTube or try YouTube Premium for an ad-free experience," the company stated in its email to The Verge.