YouTube limits ad-blockers to promote its Premium subscription

Did you receive the message, “Video player will be blocked after 3 videos,” while watching YouTube clips? A company spokesperson explained to the tech news website Bleeping Computer the notification is part of a global test. It leaves a select group of people to enable ads or subscribe to YouTube Premium.

Online ads are often annoying, so many people install blocker software for a hassle-free browsing experience. In response, more companies like YouTube are cracking down on these programs, which consumers usually view negatively. Yet, understanding the value of online ads might convince you to view them.

This article will discuss YouTube’s new “three-strike test policy” for ad-blockers. Later, I will explain why online advertising allows everyone worldwide to enjoy the internet for free.

How does the YouTube ad-blocker limit work?

The potential limit is part of Youtube's continued experimentation with anti-adblock measures. https://t.co/bjkMicoSjl

— PC Gamer (@pcgamer) July 3, 2023

Redditor Sazk100 first spotted YouTube’s ad-block limiter on May 2023. He shared a screenshot of its notification that warns it will stop playing videos after you’ve viewed three.

It will return video playback once you “allowlist” YouTube on your ad-blocker or remove it altogether. Then, the notification explains why it’s limiting the user.

The test policy says, “Ads allow YouTube to stay free for billions of users worldwide.” Also, “You can go ad-free with YouTube Premium, and creators can still get paid from your subscription.”

Eventually, tech news websites like Bleeping Computer noticed more Redditors were having the issue. In response, a YouTube spokesperson confirmed the notifications are part of its “small experiment”:

“We’re running a small experiment globally that urges viewers with ad-blockers enabled to allow ads on YouTube or try YouTube Premium. Ad-blocker detection is not new, and other publishers regularly ask viewers to disable ad-blockers.”

The representative also told Bleeping Computer it would disable playback if a user persists in using an ad-blocker. However, YouTube hasn’t specified how many regions receive its new warnings at the time of writing.

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The news platform shared a few potential reasons why YouTube is testing this new rule. In November 2022, YouTube Music and Premium gained over 80 million subscribers.

PCWorld also reported YouTube’s ad revenue dropped between the first quarter of 2022 and 2023. Consequently, encouraging more people to join Premium could maintain its membership growth and compensate for lost earnings.

YouTube also made online ads longer in the last several years, pushing viewers to sign up for an ad-free experience. However, a Redditor said, “It wouldn’t be so bad if there weren’t 2 minutes unstoppable ads, and multiple ads before the video, ads interrupting the video, rendering the videos useless!”

Why is online advertising important?

Online ads are usually annoying because they clutter websites. Some disrupt watching videos, and others appear while they’re playing. That is why many people use ad-blockers.

Contrary to popular belief, online ads are essential to the free internet, according to online advertising firm Ogury. They allow everyone worldwide to open almost any website for free.

Advertisers pay websites to feature their campaigns. Consequently, these platforms earn enough money to allow everyone to view their content and use their services.

Let us say websites cannot post advertisements anymore. Every platform will only contain proprietary content; you can watch YouTube videos without interruptions.

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However, websites need funding to pay web hosting fees and IT staff. If they didn’t earn that money through ad revenue, they would likely get it from subscribers.

Eventually, your favorite websites will require paid subscriptions, keeping everyone from using the internet freely. Hence, online advertising is important for free Internet worldwide.

Of course, its importance does not excuse its tendency to harm the user experience. If ads become too intrusive and troublesome, websites may eventually lose users.

Conclusion

Some people noticed YouTube has been clamping down on ad-blockers. It warns users to allow YouTube ads or subscribe to Premium to continue using its service.

The company did not specify which regions receive these notifications at the time of writing. Moreover, you won’t see these warnings if you don’t use ad-blockers.

We must wait to see if YouTube expands this limit after its “small experiment.” Meanwhile, learn more about the latest digital tips and trends at Inquirer Tech.