YouTube is testing a new feature that would block users who use ad blockers from watching videos. The feature was first spotted by users on Reddit, who reported seeing a pop-up message that said “Ad blockers are not allowed on YouTube.” The message gave users two options: disable their ad blocker or subscribe to YouTube Premium, a paid subscription service that removes ads from videos.
YouTube has not yet announced whether the feature will be rolled out to all users. However, if it is, it could have a significant impact on the use of ad blockers on the platform. Ad blockers are popular among YouTube users, as they can help to reduce the number of ads that are displayed while watching videos. However, if YouTube is successful in blocking ad blockers, it could generate more revenue from advertising.
YouTube Premium: A compelling reason to ditch ad blockers?
YouTube Premium is a paid subscription service that offers a number of benefits, including ad-free viewing, background playback, and offline downloads. The service costs $11.99 per month in the United States.
If YouTube is successful in blocking ad blockers, it could make YouTube Premium a more attractive option for users who want to avoid ads. However, it is important to note that YouTube Premium is not the only way to watch videos without ads. There are a number of other ad blockers available that can be used to block ads on YouTube.
Ultimately, the decision of whether or not to use YouTube Premium is a personal one. Some users may be willing to pay for the service in order to avoid ads, while others may prefer to use a free ad blocker.
YouTube has confirmed the evidence
The idea of banning ads hasn’t just stuck to a Reddit thread. It has been the company itself that has confirmed it through statements by a spokesperson to BleepingComputer : “We are carrying out a small experiment worldwide that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium.”
It is unknown in which regions it is running the trial or if it is considering a widespread rollout. It is known, however, that YouTube has been doing one experiment after another to boost its advertising system and its paid subscription. At the end of last year, some users could see up to 10 ads per video that lasted from a few seconds to several minutes.
It has also considered restricting the highest quality available by making 4K (2160p) playback an exclusive perk for those who pay . In this direction, in February of this year he tried to leave content in “1080p Premium” out of the equation for free users , an alternative whose quality was directly related to a higher bit rate (bitrate).
It should be noted that YouTube’s paid plan has grown substantially. By the end of 2021, it had reached 50 million subscribers and by the end of 2022, this number had risen to 80 million.
Advertising is one of the economic linchpins of Alphabet, the parent company of Google and YouTube. However, the video platform’s ad revenue has fallen for three straight months. The latest financial results indicate that the first quarter of 2023 stood at 6,690 million dollars, but registered a fall of 2.6%. This scenario comes in the midst of YouTube’s recent change of command.
In February, Neal Mohan became CEO following the departure of longtime CEO Susan Wojcicki. The new leader, who previously served as head of display ads and product manager, became a key man in developing products like YouTube Premium and Music Premium. He now has the challenge of continuing to attract users so that they continue to grow.