The video service YouTube has expanded its efforts in the fight against ad blockers. platform “launched a global initiative”which is intended to encourage users to add the resource to exceptions in their ad blocker settings or subscribe to YouTube Premium, writes The edge citing a statement from YouTube PR manager Christopher Lawton.
Some viewers will be informed about this “Video playback will be blocked until YouTube is whitelisted or the ad blocker is disabled.”. There is also an offer to subscribe to YouTube Premium. In some cases the platform limits itself to a warning, but users are increasingly confronted with refusals to play videos.
The platform has made several changes to its advertising model this year: In May, the app for smart TVs introduced permanent 30-second commercials, and YouTube later began experimenting with longer but less frequent commercial breaks. These measures are aimed at encouraging viewers to take out a paid subscription, but the platform’s management creates hurdles for itself: the cost of YouTube Premium has increased by $ 2 in the US, and Europeans are on the cheaper YouTube Premium Lite excluded plan with no ads but also no premium features.