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Are you also among those annoyed when you are “forced” to watch a series of short ad clips before watching the video you intend to view? You are not alone, and many who want to keep these annoying ads at bay install ad blockers. Ad blockers are usually software that prevent advertisements from appearing, such as on YouTube videos. 

But apparently, YouTube does not favor this. It has recently launched a new and stricter crackdown that stops people from using ad blockers. Read on for the news. 

How this new YouTube policy works

Have you received a notification on YouTube that says, “Video player will be blocked after 3 videos” while watching videos? If you did, you just took part in a global test the platform has launched to stop people from using ad blockers and invite them to try YouTube Premium if they really do not want ads shown. 

YouTube’s test policy further states, “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.”

Users with an ad blocker installed on their system cannot watch more than three videos. Their video playback will also get disabled if they persist using an ad blocker. However, as of press time, YouTube has not specified which locations receive these warnings.

A Reddit user, Sazk100, shared his encounter with this test from YouTube, sharing a screenshot from the platform that says, “Ad blockers are not allowed on YouTube.”

Those who use ad blockers will only be allowed again to watch more videos and have their video playback returned once they “allowlist” YouTube on their ad blocker or completely remove the ad blocker altogether. 

Eventually, a piece of news from Bleeping Computer reported more Redditors encountering the issue. A YouTube spokesperson confirmed they are receiving the notification as part of the platform’s “small experiment.”

“We’re running a small experiment globally that urges viewers with ad-blockers enabled to allow ads on YouTube or try YouTube Premium,” YouTube told the news outlet. “Ad-blocker detection is not new, and other publishers regularly ask viewers to disable ad-blockers.”

Why YouTube is doing this

There are various reasons why YouTube is testing this new policy. Generally, it does this so users who don’t want to see ads will be urged to try the paid YouTube Premium. There will be no ads shown when users avail of this subscription. 

Furthermore, according to PCWorld, YouTube’s ad revenue decreased between the first quarter of last year and this year. With more people subscribing to YouTube Premium, the platform can maintain its membership growth and compensate for earnings lost. 

You may also notice that YouTube has made its ads longer in the last several years, really pushing viewers who wish not to see those ads to register and pay for an ad-free viewing with YouTube Premium.

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