Google-owned YouTube is experimenting with a new feature with a countdown timer to target non-Premium viewers who are using block adblockers.
The aim is to push more users to either enable ads while watching videos or try a YouTube Premium subscription.
Recently, a Reddit user posted a screenshot of the updated warning sent by YouTube, which includes a countdown timer on the upper right side of the ad block pop-up.
Although the exact duration of the countdown timer is not known, it is anticipated to last somewhere between 30 and 60 seconds.
The remaining of warning box displays the below message followed by two options, “Allow YouTube Ads” and “Try YouTube Premium”:
Ad blockers are not allowed on YouTube
- It looks like you are using an ad blocker. Video playback will be blocked unless you enable YouTube, or disable your ad blocker.
- Ads allow Google to be used by billions of people for free.
- You can opt for an ad-free service by subscribing to YouTube Premium and content creators will benefit from your subscription.
However, it appears that Google is testing this feature with only a limited group of users, as not all accounts are receiving the countdown timer message.
This new testing comes after YouTube shared its three-strike policy rule in June against individuals using ad blockers.
Back then, Google said that YouTube is running “a small experiment globally” to block viewers from watching videos on the platform with ad blockers enabled.
The pop-up notification requests the user to turn off the ad blocker, or else they will be banned from YouTube viewing after watching three videos with an ad blocker enabled.
After receiving this warning, YouTube users are presented with two options, which are either to disable their ad blocker and allow YouTube ads (or) subscribe to YouTube Premium for a monthly fee to watch videos without ads.
The latest crackdown basically suggests that YouTube is getting more aggressive in its approach to push ad blocker users into paid subscriptions.
Currently, YouTube’s Premium subscription costs $13.99 per month, which provides users ad-free access to content across the site and YouTube Originals.
You can also download videos to watch offline and play videos in the background when using other apps or when your screen is off.
The paid subscription also comes with the platform’s audio-streaming service, YouTube Music, as well as YouTube Kids, without paid ads.