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YouTube’s crackdown on users with ad blockers: All you need to know

YouTube decided to end its lower-cost subscription plan, 'Premium Lite', which was piloted for two years in select countries

YouTube, which is owned by Google, has intensified its efforts to tackle users who have installed ad blockers on the platform globally.

A growing number of YouTube users are receiving a warning message, asking them to turn off their ad blockers and watch ads or subscribe to YouTube Premium for $14, according to Android Authority.

In recent weeks, more users with ad blockers installed have been unable to watch videos on YouTube. The company has now launched a worldwide initiative to encourage users to either view ads or try YouTube Premium, which includes YouTube Music.

A company spokesperson stated that the use of ad-blockers goes against the platform’s terms of service, The Verge report stated.

According to a spokesperson the “ads support a diverse ecosystem of creators globally and allow billions to access their favourite content on YouTube.”

In June, YouTube announced that it would disable videos for users with ad-blockers. This was a small experiment conducted globally. The platform introduced unskippable 30-second ads to its TV app in May and also started testing longer but less frequent ad breaks on television.

Recently, YouTube decided to end its lower-cost subscription plan, ‘Premium Lite’, which was piloted for two years in select countries. The company will no longer offer ‘Premium Lite’ after the 25th of October.

‘Premium Lite’ plan, which costs $7.39 per month, was first introduced in select European countries in 2021. The plan offered ad-free viewing across YouTube’s spectrum of apps and formats but did not include other Premium features like offline downloads, background playback, or any YouTube Music benefits.

YouTube Premium raised its individual plan prices for the first time, with the plan now starting at $13.99 per month. Meanwhile, family plans increased to $22.99 per month late last year.

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