YouTube tests blocking viewers who use ad blockers

YouTube is taking a stricter approach to viewers who use ad blockers, conducting an experiment that threatens to block their ability to play videos on the platform.

Users have reported receiving pop-up notices warning them of potential blocks after watching three videos. The notices urge viewers to disable their ad blockers or add YouTube to their whitelist to continue watching. YouTube emphasizes that ads enable the platform to remain free for its billions of users and suggests subscribing to YouTube Premium to support creators.

Previously, YouTube only displayed reminders to ad blocker users but has now introduced a timer to ensure viewers read the notices.

YouTube has confirmed that these alerts are part of a global experiment. A spokesperson stated that the platform aims to encourage viewers with ad blockers to enable ads or consider a YouTube Premium subscription. In extreme cases where viewers persist in using ad blockers, YouTube may temporarily disable playback. However, the spokesperson clarified that this action will only be taken if viewers consistently ignore requests to allow ads on YouTube.

The exact number of users and regions included in the experiment has not been disclosed.