War declared: YouTube punishes users who use ad blockers

To the surprise of many, the YouTube recently announced that it is intensifying its battle against the use of ad blockers on the platform, even affecting users in Brazil.

The measure, which includes interrupting videos when it detects the presence of this software, generated debates and discussions among internet users.

According to reports published on the social network X (formerly Twitter), YouTube now presents a floating message to Brazilian users, informing them that it is possible to watch up to three videos without ads before the player blocking system is activated.

Extending attacks against blockers

YouTube emphasizes that using ad blockers violates its terms of service. In a press release, the platform explained that it is launching a global effort to encourage users to watch ads or use YouTube Premium, which offers an ad-free experience for R$24.90 per month.

The platform argues that ads are essential to sustaining a diverse ecosystem of creators around the world and enabling billions of people to access their favorite content.

YouTube’s decision to stop ad blockers has generated mixed reactions among users. Some have supported the platform, arguing that content creators deserve to be compensated for the material they post, since YouTube’s main source of income comes from ads.

However, some criticized YouTube’s stance, highlighting that the increase in advertising online has led to ad blockers becoming a tool of choice for many users who want a more interruption-free viewing experience.

It’s not yet clear whether YouTube plans to expand this new security feature to all regions or whether it will remain an ongoing experiment.

Some users have reported that videos are suspended when their account is Gmail is connected and others stated that, even when disconnected, it is necessary to disable the extension that blocks ads.

So far, this change appears to be exclusive to the desktop version of the platform.

Image: YouTube/Reproduction

In addition to measures to combat ad blockers, YouTube is recently testing longer but fewer ads in its TV app.

The company’s intention is to adapt the format of the ads according to the device, varying the display time. This change should extend to versions of the application for consoles and devices similar to the Apple TV.

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The battle between YouTube and ad blockers continues, with the platform taking tougher measures to ensure its content creators continue to receive the support they need.

While the platform strives to maintain a balance between user experience and creator sustainability, the discussion surrounding online advertising and the use of ad blockers continues to evolve.