YouTube Ad Blocker Increases Pressure. The platform warns that it will block video playback unless users allow ads or pay $13,99 per month for YouTube Premium.
YouTube appears to be stepping up efforts against Ad Blockers.
The platform reportedly sent more aggressive warnings to users with Ad Blockers enabled, such as “Allow YouTube ads” or subscribe to YouTube Premium. The notification appears as a pop-up instead of videos or when playing videos in full screen.
If the viewer does not comply, the platform threatens to block video playback after three plays.
Why do we care? This is promising news for advertisers when it comes to expanding the reach of your ad. However, it's important to note that directing ads to people who have no interest may not yield great results, as they're less likely to convert into customers.
What does the prompt say? The question says:
- “Ad blockers violate YouTube's Terms of Service.”
- “It looks like you may be using an Ad Blocker. Video playback is blocked unless YouTube is allowed or the ad blocker is disabled:
- “Advertising makes YouTube available for free to billions of people around the world:
- “With YouTube Premium, you can go ad-free and creators will still get paid from your subscriptions:
Here is a screenshot:
Why now? YouTube said it is taking more action against ad blockers to ensure its creators are compensated for their work. “YouTube's ad-supported model supports a diverse ecosystem of content creators and enables billions of people around the world to access content free of ads,” the company said in a statement.
How much is YouTube Premium? YouTube Premium costs $13,99 per month in the US. The price, which was $11,99 in June, has been increased by 17%.
What did YouTube say? Google spokesperson Oluwa Falodun previously told The Verge in a statement
- “We want to inform viewers that ad blockers violate the YouTube Terms of Service and make it easier for them to allow ads on YouTube or try YouTube Premium for an ad-free experience.”
- “Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers.”
- “We take playback disabling very seriously and will only disable playback if viewers ignore repeated requests to allow ads on YouTube.”
- “If viewers believe they have been incorrectly flagged as using an ad blocker, they can share that feedback by clicking the link in the prompt.”
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