YouTube now blocks ad blockers globally

YouTube is expanding its attempts to combat ad blockers. The network has "launched a global effort" to persuade consumers to enable advertisements or test YouTube Premium.

If you encounter a YouTube block, you may see a message stating that "video playback is blocked unless YouTube is allowlisted or the ad blocker is disabled." It also prompts you to enable advertisements or try YouTube Premium. You may see alerts regarding YouTube's stance on ad blockers while still being able to view a video; but now YouTube entirely disables them almost every time.

In June, YouTube revealed that it was blocking videos for users who used ad blockers, but Lawton termed it as a "small experiment globally" at the time. YouTube has now expanded on this initiative. More people who have ad blockers enabled have been unable to access YouTube videos in recent weeks.

Lawton argues that the "use of ad blockers" is a violation of the platform's terms of service, adding that "ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube."

This year, YouTube made significant adjustments to the way adverts work on its site. In May, the business added unskippable 30-second adverts to its TV app and subsequently began experimenting with lengthier but less frequent ad breaks on TV. YouTube is probably hoping that its long commercial breaks would entice more viewers to join up for its ad-free YouTube Premium subscription, but a $2 price increase and the end of its lower Premium Lite plan may make the alternative less appealing.