Recent reports suggest a new phase in the ongoing war of attrition against ads, suggesting that YouTube has adopted a strategy of sitewide slowdowns once an ad blocker is detected. YouTube claims ad blocking goes against their terms of service. As YouTube’s financial model is based on advertising, this claim has its foundations.
Over the years, many users have turned to ad blockers to counter the increasing frequency of ads on YouTube. I don’t have access to any of YouTube’s internal documents, but I’d make a bet and say that ad blocking may have a negative impact on the platform’s income. That, in turn, could be a reason for the increase in ad frequency over time. Hence – a war of attrition.
YouTube vs Ad blockers
YouTube discourages ad blocker usage through pop-up messages saying “Ad blockers violate YouTube’s Term of Service” and suggesting users turn off their ad blockers. Another approach involves slowing down the entire site when an ad blocker is detected, referred to as “suboptimal viewing,” a measure recently extending to more users, as recent reports suggest.
YouTube offers two available resolutions, and both are pretty straightforward: Disabling the ad blocker or opting for a premium subscription. Both are probably considered suboptimal by most users, but one must consider YouTube’s interests here. Though the platform doesn’t provide content per se, it does provide a meaningful service and deserves some sort of compensation for it. Web hosting doesn’t come cheap, and YouTube does offer what is probably the most robust video-sharing platform for all creators.
The show must go on?
The ongoing conflict between the content platform and its users, who are also its content providers, will ensue. Some will always believe the web giant can make a little less profit by optimizing user experience with fewer ads or lowering the subscription price a bit. Others will just go make coffee while the ads play along. Some will take the “shady” route and try to develop stealthier ad blockers in an ongoing arms race.
Do you use Ad blockers? Do you see any resemblance between the issue addressed here and copyright issues? What kind of solution would you like to see implemented? Let us know in the comments below!
