YouTube's Global Initiative Takes Aim at Ad Blockers and Promotes Premium Subscriptions

YouTube, the video service, has expanded its efforts to combat ad blockers. The platform has launched a global initiative to encourage users to add the resource to the exceptions in the settings of the ad blocker or subscribe to YouTube Premium, according to a statement from YouTube's public relations manager.

Some viewers receive a notice stating that "video playback is blocked until YouTube is whitelisted or the ad blocker is disabled." An offer to subscribe to YouTube Premium is also shown. In some cases, the platform limits itself to a warning, but users are facing more frequent refusals to play videos.

In June, YouTube confirmed that it had disabled video playback for those using ad blockers. At that time, called the initiative a "small global experiment," but it has since been expanded, and in recent weeks, there have been more and more complaints about video blocking. The service's administration notes that the use of ad blockers violates the terms of service, stating, "Advertising supports a diverse ecosystem of creators around the world and allows billions of people to access their favorite content on YouTube."

The platform has made several changes to its advertising model this year. In May, the smart TV app introduced unplugged 30-second commercials, and later, YouTube began experimenting with longer but less frequent commercial breaks. These actions aim to encourage viewers to sign up for a paid subscription. However, the platform's executives are putting obstacles in their way. YouTube Premium in the U.S. has increased by $2, and Europeans have been excluded from the cheaper YouTube Premium Lite plan, which has no ads but lacks premium features.