Recently, a Reddit user discovered that YouTube is testing a new policy for users of ad blockers. According to the policy, users will see a notification window stating that " video player will be blocked after 3 videos."
“It appears you are using an ad blocker. Video playback will be blocked unless YouTube is added to the allowed list or ad blocking is disabled,” the message continues. “Ads allow YouTube to be free for billions of users worldwide. You can choose to watch ad-free with YouTube Premium, and creators can still get paid from your subscription.”
After receiving this warning, users have only two options: either disable the ad blocker, or subscribe to YouTube Premium to avoid seeing ads.
YouTube confirmed to several news outlets that this is part of an ongoing global trial to encourage viewers to allow ads on the platform. When asked if the company plans to ban users from accessing the platform if they use an ad blocker, YouTube stated that video playback may be temporarily disabled “in certain exceptional circumstances.” This is when users continue to ignore YouTube’s warnings and continue using ad blockers.
YouTube did not share which regions or how many regions participated in the trial. Previously, in May, the company directly tested blocking users with ad blockers from accessing YouTube. At the time, a spokesperson said this behavior was not new and that other publishers often asked viewers to disable ad blockers.
YouTube Music and Premium recently surpassed 80 million subscribers, adding 30 million in a year, according to Variety. Priced at $11.99 per month or $119.99 per year, YouTube Premium removes ads from the platform and offers other benefits such as downloads for offline viewing, and YouTube Music Premium.
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