YouTube is fighting back against global ad blockers

With an ad blocker in place, YouTube no longer blocks a small subset of its user base from accessing its videos. is on stage went out It confirmed to Engadget in its fight against the use of add-ons, extensions and programs that prevent it from serving ads to viewers around the world. “The use of ad blockers violates YouTube’s terms of service,” a spokesperson told us. “We’ve launched a global initiative to encourage viewers with ad blockers to allow ads on YouTube or try YouTube Premium for an ad-free experience. Ads support a diverse ecosystem of creators worldwide and allow billions to access their favorite content on YouTube.”

YouTube began phasing out its use of ad blockers earlier this year. It initially showed users pop-ups that said it was against the website’s TOS, then put a timer on those notifications to make sure people read them. By June, it had taken a more extreme approach and warned viewers that they could not play more than three videos unless they disabled their ad blockers. It was a “small test” meant to entice users to run ads or try YouTube Premium, which the website has now expanded to its entire user base. Some people cannot play videos in Microsoft Edge and Firefox browsers Don’t Ad blockers are required Android PoliceBut we couldn’t replicate that behavior.

People are unsurprisingly unhappy about the development and have taken to social networks Reddit to express their grievances. If they don’t want to play ads, they can pay for a YouTube Premium subscription so they can watch videos without any interruptions. In fact, the notification audience greatly promotes the subscription service. “Ads allow YouTube to be free for billions of users around the world,” it says. But with YouTube Premium, viewers can go ad-free, and “creators can still get paid [their] subscription.”

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The website raised the price of Premium to $14 in July. YouTube Premium gives users access to offline viewing, background playback, and high-quality 1080p streaming, but it can be too expensive for those who want an ad-free experience. A more affordable platform called Premium Lite was used in some European regions, and it cost only €7 ($7.42) per month to remove ads from videos. However, it never made the Lite available globally and eventually killed that option by the end of October.

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