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As part of an experiment, YouTube is testing a pop-up message that halts video playback unless users either disable their ad blocker or subscribe to YouTube Premium.
![Watching YouTube - artistic interpretation.](https://www.technology.org/texorgwp/wp-content/uploads/2023/05/youtube-man-holding-smartphone.jpg)
Watching YouTube – artistic interpretation. Image credit: Rachit Tank via Unsplash, free license
According to a report by 9To5Google, YouTube is now capable of detecting ad blockers and will prevent video playback until either the ad blocker is turned off or the user subscribes to YouTube Premium.
How does this work? Apparently, as the article mentions, a pop-up message appears which notifies the viewer that ad blockers are not allowed on YouTube and that ads are what keep the platform free for its billions of users.
This process goes on even further. Users who are running an ad blocker on YouTube are presented with two choices, either to permit the ads to play or to subscribe to YouTube Premium, an ad-free service that costs $11.99 per month ($119.99 per year).
Though YouTube employee confirmed on Reddit that the pop-up is just a test and not everyone with an ad blocker will see it, the platform will decide whether to make it more widespread depending on the outcome of the experiment.
YouTube has also attempted to improve the ad-supported experience by eliminating overlay banner ads and testing new features, such as 1080p video playback, to make the Premium subscription more attractive.
Written by Alius Noreika
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