YouTube is running an experiment to try and prevent users from using ad blockers while using the platform. In what’s fast becoming known as the “three strikes” warning, viewers are reporting a pop-up message that’s started appearing when browsing the site using an ad blocker.
Several screenshots have appeared on Reddit and Twitter displaying the warning which explains the YouTube “video player will be blocked after 3 videos” unless the ad blocker is disabled or the viewer signs up to YouTube Premium.
The notice continues: “It looks like you may be using an ad blocker. Video playback will be blocked unless YouTube is allowlisted or the ad blocker is disabled. Ads allow YouTube to stay free for billions of users worldwide. You can go ad-free with YouTube Premium, and creators can still get paid from your subscription.”
In a statement shared with BleepingComputer, the Google-owned business confirmed it was carrying out the experiment and reinforced that viewers will be cut off if they “ignore repeated requests to allow ads on YouTube.”
YouTube hasn’t revealed how many users have been served the notice, nor which countries it is running the trial in. It’s also unclear if or how viewers would be able to re-access the site after being blocked from watching. Tom’s Guide has reached out to YouTube directly and we’ll update this article if and when we receive a response.
YouTube is understandably concerned about keeping eyeballs on advertisements. The site makes most of its revenue from ads and has seen a continued decline over the last three quarters. Which is a pretty big reason why the platform is taking a more aggressive stance.
The approach isn’t a new one and certainly isn’t unique to YouTube. Although it runs on a different revenue model, Netflix is currently in the process of trying to crack down on password sharing as a means of driving up its subscriptions. There’s some evidence to suggest it’s working, too.
The latest figures suggest YouTube Premium, which doesn’t contain ads and allows you to download videos to watch offline, currently has around 80 million subscribers worldwide.
So, although YouTube’s ad blocker blocking test is a limited experiment right now, we wouldn’t be surprised if the test expands around the world if it works.
More from Tom’s Guide
For all the latest Technology News Click Here
For the latest news and updates, follow us on Google News.
Denial of responsibility! NewsBit.us is an automatic aggregator around the global media. All the content are available free on Internet. We have just arranged it in one platform for educational purpose only. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, all materials to their authors. If you are the owner of the content and do not want us to publish your materials on our website, please contact us by email – [email protected]. The content will be deleted within 24 hours.
