It is an open secret that multiple Internet users surf YouTube using a video blocker and therefore avoid its ads. Fans know it, and it’s on YouTube too. That’s why Google thought of taking an extra precaution: reminding the user that ad blockers are prohibited and encouraging them to disable it or pay for YouTube Premium.

Now this measure is getting much more serious and adds an ultimatum. YouTube will no longer just ask you to stop using a blocker or pay for its Premium service, but instead it will block your player to the third video you want to play with a blocker active advertising

“Playback may be disabled in extreme cases”

The notification was first found on Reddit, shared by Reddit_n_Me. “Video player will crash after three videos”it clearly says that this will happen “unless it is whitelisted or disabled from the YouTube blocker”.

The service confirmed this move a month and a half ago through a spokesperson and BleepingComputer using the same argument:

“We’re running a small experiment around the world asking viewers with blockers to join or try YouTube Premium.” […] “Playback may be temporarily disabled in extreme cases.”

These extreme cases, according to YouTube, will be users who, after receiving several warnings, decide to continue using a blocker. It’s a gesture the company “takes very seriously” and insists on the aforementioned solutions to avoid it. The Verge received the same message from another spokesperson, Oluwa Falodun.

Experiments like this have not been very successful, for example limiting 4K quality to paid users. Even so, Google should have no reason to complain: In November 2022, they announced that they had surpassed 80 million subscribers to the Premium service and YouTube Music. Of these 80 million, 30 have been achieved in the last 12 months.

In Spain, YouTube Premium costs 11.99 Euros per month after a one-month free trial. This fee, in addition to officially removing the ads, also allows you to view and even download the content of the service in the background from mobile devices. It also gives you access to ad-free YouTube Music with a dedicated mobile app.

The question is: will this ultimatum work? It remains to be seen whether the “experiment” applies to more users and whether their reaction allows YouTube to continue the growth rate it was able to boast about last year.

Image | Eyestetix Studio

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