YouTube Test Restricts Use of Ad Blockers Globally

YouTube has started a global experiment to curb the use of ad blockers. It’s now warning some users that their video playback will be limited to three videos if they stick with the ad blocker.

Video Player Will Block After 3 Videos

The experiment, which YouTube describes as a “tiny global experiment” for Bleeping Computer, is intended to encourage viewers using ad blockers to allow ads on YouTube or to switch to YouTube Premium. Users have reported seeing a warning message stating, “Player video will block after 3 videos,” followed by, “It looks like you may be using an ad blocker. Video playback will be blocked unless YouTube is allowed or ad blockers are disabled.”

YouTube has made it clear that it will only block video playback in “extreme cases” where the user continues to use the ad blocker despite repeated warnings. The company has emphasized that disabling playback is taken very seriously and will only use this action if viewers consistently ignore requests to allow ads on YouTube.

Ad Revenue Growth and YouTube Premium

This experiment is part of a broader strategy by YouTube to encourage users to subscribe to its premium service, YouTube Premium. The service offers an ad-free experience and is growing in popularity, with the number of subscribers recently surpassing 80 million.

Revenue from Advertising and Premium Subscribers

YouTube global advertising revenue nearly doubled from 2018 to 2022, but at a slower rate than the number of spectators. According to Statista, YouTube’s global advertising revenue will amount to approximately US$28.8 billion in 2020, US$29.24 billion in 2021 and US$30.12 billion in 2022.