YouTube is disabling videos for people using ad blockers as part of a new test.
The social media platform asks users to turn off ad blockers or pay £11.99 a month for YouTube Premium if they want to access its extensive video library.
Why we care If this test is extended to the general population, all YouTube users who want to continue watching videos for free will be forced to allow ads to play. This is great news for marketers as it will increase the reach of campaigns, which could ultimately lead to more conversions.
How it works. Right now, the test is being tested on a small group of people around the world who have their ad blockers turned on. When they sign in to watch content, all videos will be blocked unless they change their settings to disallow the ad blocker or sign up for YouTube Premium.
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What did YouTube say? Google spokesperson Oluwa Falodun said The Virgin in a statement:
“Ad blocker detection is not new and other publishers regularly ask viewers to disable ad blockers.” “We take streaming opt-out very seriously and will only disable it if viewers ignore repeated requests to allow ads on YouTube.” “In cases where viewers feel they have been falsely flagged as an ad blocker, they can share that feedback by clicking the request link.” “We want to let viewers know that ad blockers violate YouTube’s Terms of Serviceand make it easy for them to allow ads on YouTube or try YouTube Premium for an ad-free experience.”
why now YouTube has said it is taking these steps to ensure its content creators are compensated for their work. “YouTube’s ad-supported model supports a diverse ecosystem of creators and provides billions of people worldwide with free access to ad-supported content,” the company said in a statement.
Deep dive: For more information about YouTube’s ad policy, you can visit the YouTube advertising hub.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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