YouTube Implements Annoying Tactic to Encourage Users to Disable Ad Blockers

In pursuit of combating revenue loss caused by ad blockers, YouTube has recently introduced a new measure to persuade users to either disable their ad blockers or subscribe to the ad-free premium package – and it’s proving to be quite exasperating.

Over the past few months, YouTube has actively been exploring methods to address the financial impact of ad blockers. The video-sharing platform, owned by Google, initiated restrictions on ad blockers in November 2023, resulting in many users uninstalling ad-blocking programs.

However, it seems that Google is still weighing its options and experimenting with different approaches. A new tactic, previously tested on a small group, is currently being employed: deliberately slowing down the loading of videos for users with active ad blockers.

This discovery was made by a Reddit user named NightMean, who shared a video documenting the experience. According to NightMean, when the ad blocker is active, the video loads significantly slower than when it is disabled.

The slowdown affects video buffering, determining how much of the video is preloaded – the small gray bar at the bottom that ideally stays well ahead of the current viewing point. Apparently, this bar loads much more slowly with an active ad blocker, regardless of internet connection speed.

9to5Google also investigated the phenomenon and reported similar findings: videos buffer much more slowly with an ad blocker, previews load more sluggishly, and switching to cinema/full-screen mode only works after the entire page is reloaded.

This deliberate slowdown may be embedded in YouTube’s code, and there seems to be no way to circumvent it other than by disabling the ad blocker or subscribing to the premium package. According to the explanation provided, such programs not only cause significant revenue loss for YouTube but also impact content creators.

It appears that YouTube is employing these measures to encourage users to support the platform and content creators by either viewing ads or opting for the premium subscription, making video loading a frustrating experience for those who continue to use ad blockers.