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YouTube Premium has achieved a milestone, securing the tenth spot on Parks Associates’ top 10 U.S. subscription streaming video services list. This achievement is likely due to the fact that YouTube is cracking down on ad blockers.
YouTube Premium has been doubling down on its efforts to prevent viewers from using ad-blockers. Apparently, because it violates YouTube’s terms of service. The company recently launched a “global effort” to eliminate these extensions. As an alternative option, YouTube is encouraging users to explore the ad-free experience offered by YouTube Premium. Otherwise, users get the option to support the content or the creators by allowing ads on the platform.
According to a Google spokesperson, the use of ad blockers goes against YouTube’s Terms of Service. They emphasized the importance of ads in supporting a diverse ecosystem of creators globally while enabling billions to access their favorite content on YouTube.
Cracking down on ad-blockers is not only about upholding terms of service but also about revenue. Ad blockers have been cutting into YouTube’s ad-generated revenue, but the effort to eliminate them is showing results. In the third quarter, Google reported ad revenue from YouTube at $7.95 billion, a significant increase from $7.07 billion the previous year.
Google tries to justify YouTube Premium to users with ad-blockers
Additionally, the crackdown on ad-blockers is driving viewers towards YouTube’s paid tier, YouTube Premium. The platform has been persistent in offering users the option to switch to the Premium tier.
YouTube Premium, priced at $13.99 a month, provides users with an ad-free experience. It also offers family and student plans. Subscribers can download videos for offline viewing and access YouTube Music Premium, enhancing the overall user experience.
Some users expressed their dissatisfaction when YouTube began blocking content for viewers using ad-blocker extensions. But the results of stopping ad-blockers have been beneficial for the company.
The proactive step against ad-blockers highlights YouTube’s commitment to providing an enhanced streaming experience for users. Simultaneously, it demonstrates their dedication to maintaining a sustainable ecosystem for content creators.