YouTube is on a war against ad blockers. The video platform site has been deliberately reducing its site speed for viewers who use ad blockers. The strategy of slowing down the platform started last year is now reportedly reaching more users. Many users are experiencing slower loading times and have to either turn off their ad blockers or pay the premium plan to avoid this.
YouTube’s strategy against ad blocking is a response to declining revenue. The platform heavily relies on ad revenue, but when people block ads, it significantly impacts their income. YouTube views ad blocking as a violation of its terms of service. And for users who want to enjoy the content ad-free, the platform offers their paid premium service, which also generates significant revenue.
How is YouTube stopping people from using ad blockers?
Despite the availability of a paid YouTube subscription that removes bothersome ads, many users remain reluctant to switch and continue relying on third-party ad blockers. In response, YouTube has implemented two strategies to discourage ad-blocking software:
The first method involves a pop-up message that reads, “Ad blockers violate YouTube’s Terms of Service.” Users are then instructed to disable their ad blocker before proceeding to watch any videos.
However, this warning alone has proven ineffective for many users, prompting YouTube to implement a second strategy. This approach involves intentionally slowing down the entire site’s functionality when an ad blocker is detected, labelling the experience as “suboptimal viewing.”
Several Reddit users have also reported this sudden slowness and unresponsiveness on YouTube, reports 9to5Google report. They described the platform as laggy and unresponsive, seemingly out of the blue. However, it was quickly discovered that disabling any active ad blocker instantly restored the site’s normal functionality.
This slowdown in performance and frequent buffering appear to be the result of YouTube imposing artificial timeouts or bandwidth limitations, simulating a slow internet connection. Videos stall while loading, previews refuse to appear, and fullscreen mode becomes unusable without a refresh.
This makes YouTube difficult to use for viewers who have ad blockers, forcing them to choose between disabling the ad blocker and tolerating commercials or opting for a Premium subscription for an ad-free experience.
In India, YouTube provides its premium version, YouTube Premium, with various subscription plans tailored to different user needs. The standard monthly plan is priced at Rs 129, offering an ad-free experience and background playback. For families, the Family Premium plan is available at Rs 189 per month, allowing up to five family members to share a joint account. Users can also opt for the yearly plan at Rs 1159, providing a cost-effective option for an extended subscription period. Students can access YouTube Premium at a discounted rate of Rs 79 per month, but they need to undergo annual verification. Additionally, there is a 3-month plan priced at Rs 399, catering to users who prefer a shorter subscription duration. Overall, YouTube Premium aims to enhance the user experience by offering an ad-free environment and additional features based on individual preferences and requirements.
However, neither option presents an ideal solution for most users, making YouTube’s tactics against ad blockers contentious. This choice of – fork out Rs 129 per month or endure potentially long stretches of unskippable ads, sometimes as long as 10 minutes – leaves viewers feeling constrained and dissatisfied.
Source: Business Today
