In response to the frequent use of ad blockers by users unwilling to shell out $120 for YouTube Premium, Google has initiated a trial run of a new feature. This feature aims to persuade users of ad blockers to reconsider their choice, stressing the potential revenue loss for the company.
YouTube’s ad-blocker deterrent: An experiment
A screenshot shared by Redditor Sazk100 revealed a pop-up message from YouTube stating that ad blockers are not allowed on the platform. The message emphasizes that ads enable YouTube to remain free for billions of users worldwide. It also points out that YouTube Premium provides an ad-free viewing experience. The pop-up concludes with two choices: either permit ads on YouTube or opt for YouTube Premium, which costs $11.99 per month or $119.99 per year and offers access to original content and an ad-free environment.
Though some users claim to have bypassed the pop-up and continued using ad blockers on YouTube, it’s plausible that Google will further restrict this, or make the pop-up frequent enough to be distracting.
From a deterrent to a possible policy?
The YouTube subreddit moderators reported that a YouTube employee confirmed the ad-blocker pop-up message as part of an experiment. A Google spokesperson elaborated on this in a statement to IGN, stating, “We’re running a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium.”
Critics argue that YouTube has overstepped with its aggressive ad practices, citing the increase in unskippable and extended mid-roll ads. Despite the critique, YouTube’s ad revenue in 2022 was reported at $29.2 billion, accounting for over 11% of Google’s annual revenue.
Other experiments: Google’s history of YouTube trials
Google frequently conducts experiments on YouTube. Earlier this year, the company tested a feature limiting 4K content to Premium subscribers and offered a “1080p Premium” option to subscribers.
The outcome of this current experiment is still uncertain, but users should brace for the possibility that it may become a permanent feature or even develop beyond a simple warning.
What are your thoughts on YouTube’s new stance against ad blockers? Do share your opinions in the comment section below!
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