YouTube Premium has amassed over 80 million subscribers worldwide as of 2022.
New Delhi: YouTube, the world’s largest video streaming platform, has been ramping up its efforts to combat the use of ad blockers on its site. In a recent announcement, the Google-owned company confirmed it has “launched a global effort” to encourage viewers to either allow ads on YouTube or subscribe to the ad-free YouTube Premium service. This move has sparked concerns among users who rely on third-party ad blocking extensions and apps to enjoy an uninterrupted viewing experience.
YouTube’s New Policy on Adblockers
Starting in late 2023, YouTube began displaying messages to users with ad blockers enabled, stating that “ad blockers are not allowed on YouTube” and urging them to allow ads or try YouTube Premium. The platform justified this by emphasising that ads support its diverse ecosystem of creators and allow billions of users to access their favourite content for free.
While YouTube has been testing various methods to detect and counter ad blockers since early 2023, the recent announcement by the Google-owned streaming platform marks a significant escalation in its efforts. Users who continue to use ad blockers despite repeated warnings may face consequences such as limited video playback or being unable to access the site altogether.
YouTube Ads Can No Longer Be Skipped By 3rd Party Apps
The crackdown on ad blockers has kicked off a cat-and-mouse game between YouTube and the ad blocking community. Many popular ad blocking extensions like uBlock Origin and AdBlock Plus are working to update their filters and scripts to circumvent YouTube’s detection mechanisms. However, some users have reported experiencing issues like slower loading times, laggy playback, and inability to access certain features even with ad blockers enabled.
While there are still workarounds and alternative solutions available on the internet, (such as using ad-blocking browsers like Brave or dedicated YouTube apps), the streaming giant’s aggressive stance against ad blockers has made it increasingly difficult for users to completely avoid ads. YouTube’s move is seen as an attempt to boost its ad revenue, which has declined for three consecutive quarters, and to support creators who rely on ad income.
YouTube Premium: Features, Price in India
For users who wish to enjoy an ad-free experience without the hassle of ad blockers, YouTube is heavily promoting its Premium subscription service. In India, YouTube Premium is available at ₹129 per month (with auto-renewal). The service offers a range of benefits, including:
- Ad-free viewing across all devices
- Background play and offline downloads
- Access to YouTube Music Premium
- Exclusive content and early access to new features
YouTube Premium has amassed over 80 million subscribers worldwide as of 2022. The company has been introducing new features and perks for Premium members, such as 1080p Premium video quality, cross-device viewing progress sync, and additional promotional offers.