YouTube has initiated a test in which it blocks video viewing for users who have ad blockers enabled, introducing a new three-strikes policy. The test was discovered by a Reddit user who encountered a pop-up message warning that their video player would be blocked after three instances if they continued to use an ad blocker. The pop-up offers users the choice to try YouTube Premium or report any issues if they are not using an ad blocker.
Confirming the test, YouTube stated that it is running a small global experiment that urges viewers with ad blockers enabled to either allow ads on YouTube or consider subscribing to YouTube Premium. The company emphasized that it takes disabling playback seriously and will only block playback for users who ignore repeated requests to allow ads on the platform.
Ad blocking has been a contentious issue in the realm of online advertising, as it poses challenges for content creators and video-sharing platforms that heavily rely on advertising revenue. While YouTube has previously taken a more lenient approach toward ad blockers, the platform is now adopting a more aggressive stance to protect its revenue streams.
The new three-strikes policy would be activated when YouTube detects an ad-blocking tool during an active user session. After three strikes, the YouTube player would be blocked from playing any additional videos. It is important to note that these strikes do not affect the standing of the user’s signed-in account.
Users who encounter the pop-up message would be required to either disable their ad-blocking tool or add YouTube to the list of allowed sites. Failure to comply would result in the inability to view any further videos until the demands are met. While it remains unclear if YouTube intends to implement this policy globally, the test suggests a potential future move towards more stringent enforcement against ad-blocking tools.
It is unclear how YouTube’s extensive user base react to the platform’s approach moving forward. While the test is still ongoing, if implemented widely, it could mark one of the tech giant’s most aggressive stances against ad-blocking tools, potentially reshaping the user experience for those who rely on ad blockers for seamless content consumption without a premium subscription.
