YouTube announced: fight against ad blockers. Over the past few months, we’ve seen the company implement new measures to combat blockers, including completely blocking a video from being viewed if the platform detects that it’s being used.

In this way, YouTube offers users two options: or watch ads or pay for YouTube Premium for an ad-free experience. However, a study shows that the strategy is not working to attract new subscribers to YouTube Premium, instead more people are willing to use ad blockers.

YouTube’s crackdown on making us pay for Premium doesn’t convince many users

By subscribing to YouTube Premium, subscribers will no longer see ads interrupting the playback of videos on the platform and will also have other benefits such as downloading videos for offline viewing, playback when the mobile phone is locked, and access to YouTubeMusic. For some, these are reason enough to pay for a subscription, but given YouTube Premium’s recent price increase, it’s understandable. many choose not to pay.

What YouTube doesn’t want us to do is use ad blockers, but it seems to be achieving the opposite by getting tougher in its fight against blockers, according to a study by allaboutCookies that reveals: Interest in ad blockers increased by 336%. Those responsible for this study surveyed 1,000 people and published their findings.

Of those who participated in the survey, 52 percent say they are not willing to pay anythingFollowing YouTube’s new crackdown on ad blockers. Only 12% of survey respondents said they would consider paying for a Premium subscription to avoid seeing ads. However, the majority of those who wanted to pay said they would pay a maximum of 5 euros per month.

Data: All about Cookes.

¿How will this change the way they use YouTube?After new policies against ad blockers? Respondents to this question gave the following answer:

• 22% said it was more likely to want to use blockers of advertisements
• 16% said it was likely Spend less time on YouTube
• 15% said they would look for ad-free alternatives to YouTube
• 12% said it was likely Pay for YouTube Premium
• 11% said they are less likely to try using an ad blocker
• 44% said this won’t change anything How you use YouTube

In its fight against ad blockers, YouTube has also taken action against third-party apps that block ads. A few months ago, the company began experimenting with integrating ads directly into videos. so that blockers cannot separate the content from the video and block ad this way. But beyond this study, it remains to be seen whether these strict measures will attract more subscribers to the platform or whether users will continue to find ways to avoid seeing ads.

Cover photo | Xataka Pepu Ricca for Android

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