YouTube is adopting a more assertive stance against viewers using ad blockers on its platform. Recent reports reveal that users have been sharing screenshots on platforms like Reddit, displaying pop-up notifications warning them about potential video blockage after three consecutive videos. The notification informs users that YouTube will prevent them from playing videos unless they disable their ad blockers or whitelist the website. YouTube emphasizes the importance of ads in keeping the platform free for its billions of users worldwide and suggests subscribing to YouTube Premium for an ad-free experience to support content creators. Previously, YouTube displayed pop-ups reminding users that ad blockers violated the website’s terms of service, later adding a timer to ensure viewers read the notifications.
YouTube has confirmed to BleepingComputer that these new alerts are part of an experimental initiative. A spokesperson stated that YouTube is globally testing a feature urging viewers with ad blockers to either allow ads or consider YouTube Premium. In extreme cases where viewers persistently use ad blockers despite repeated requests, YouTube may temporarily disable playback. It remains unclear whether YouTube will block playback automatically after three videos or provide additional opportunities for compliance.
Currently, this approach impacts a limited number of users, and YouTube has not disclosed specific figures or regions involved in the test. Given the decline in ad revenue over the past three quarters, it is possible that this test may expand to a broader user base if proven effective in addressing the issue.
