Google has been experimenting with a number of strategies to thwart ad-blocker users on the YouTube video-streaming platform.
In one of the initial tests, users were warned that ad blockers are not permitted on YouTube.
Users are given three options for responding to the prompt, which disables access to the website. The two most popular options are to set up a content blocker to permit YouTube adverts or to sign up for the premium service YouTube Premium.
To dismiss the prompt and continue browsing YouTube, users can click the x-icon.
Users of several content blocks, including uBlock Origin, appear to receive the notification. Due to Google still evaluating the rate of return and reception, most users are not receiving these prompts.
These actions show that YouTube is toughening its stance against ad blockers, and the company is defending the action by arguing that all of those ad spots are necessary for content producers to receive payment for their work and for the site to continue to be free.
“YouTube’s ad-supported model supports a diverse ecosystem of creators, and provides billions of people access to content for free with ads.” the company said.
By experimenting with a larger ad load in recent years, YouTube has been putting its customers’ patience under more and more strain. Another of the company’s tests from last September included serving up to 10 unskippable clips during a single ad break. And YouTube revealed in May that 30-second commercials would soon be available on TV networks.
For $11.99 a month or $119.99 a year, YouTube Premium offers ad-free access to the service in addition to additional perks like offline downloading and YouTube Music Premium.
The company declared in November of last year that it had surpassed 80 million total members across YouTube Premium and YouTube Music. As a result, the company has every incentive to encourage more individuals to sign up for its recurring monthly membership, even though safeguarding creators’ revenues is a good cause to support.