YouTube Testing ‘3-Strikes’ Policy to Block Videos From Viewers Who Use Ad Blockers

thewrap.com:

Android Authority first reported on the test.Users whose ad blockers are detected are seeing a pop-up window that warns, “Video player will be blocked after 3 videos.” The text explains that video playback will be blocked unless the watcher allows ads to play or disables the ad blocker.

It also invites users to subscribe to YouTube Premium, which costs $120 per year for an individual subscription.“Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers,” YouTube’s statement said.

The company did not immediately respond to a request for details from TheWrap.It’s unclear if the type of ad blocker has an effect, the report said, noting that using such services violates its terms of service.YouTube told the outlet that affected users will see “repeated notifications” asking them to allow ads on the platform.“In extreme cases, where viewers continue their use of ad blockers, playback will be temporarily disabled,” the company said.

Only users who repeatedly ignore the prompts will be shut out, the report said.“In cases when viewers feel they have been falsely flagged as using an ad blocker, they can share this feedback by clicking on the link in the prompt.”YouTube in April reported that revenue dropped 3% in the first three months of the year to $6.7 billion, reflecting a broader slowdown of spending in the industry.