YouTube reportedly has started banning several popular ad blockers, further escalating its crackdown on third-party tools that bypass ads. The move comes as the platform experiments with showing ads even to paying Premium users.
Ad blockers blocked at the extension level
Over the past week, users of multiple browser-based ad blockers have reported being locked out of YouTube while using tools like AdBlock and Adblock Plus. A message displays when the platform detects an adblocker, stating that playback will be blocked until the extension is disabled or YouTube Premium is activated.
The policy shift aligns with YouTube’s recent push to increase ad revenue. According to reports, the platform is now taking action at the extension level, rendering certain ad blockers unusable on YouTube entirely.
This is not the first time YouTube has targeted ad blockers, however the current wave appears broader and more aggressive. It also follows the company’s ongoing effort to tighten restrictions on third-party apps and services that interfere with its monetization model.
Ads coming to Premium?
In a separate test, YouTube confirmed it’s experimenting with limited ads on YouTube Premium. The company told 9to5Google that the test is small and only includes a portion of subscribers globally. YouTube emphasized that these ads are focused on partner content like live sports or select original programming.
While the test is currently limited, it is already drawing criticism from users who pay to avoid ads entirely. YouTube has not shared whether it plans to expand the test or implement ads for all Premium members in the future.
YouTube’s actions suggest a doubling down on ad revenue, even as backlash grows from users and developers. For creators, the ban on ad blockers could increase overall CPMs as more viewers are served ads. However, changes to the Premium experience may also impact viewer satisfaction and retention over time.