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YouTube is getting more muscular with ad-blocking software.
The platform is showing warning messages about breaking its terms of service to people using blockers, the company confirmed to The Verge. The move is part of its “global effort” to encourage people to allow ads or try YouTube Premium, Christopher Lawton, communications manager for YouTube, said in a statement.
The message nudges people to allow ads or pay $14 a month for YouTube Premium. As of last year, YouTube had 80 million Music and Premium subscribers globally.
“Becoming stricter on ad blocking should add incremental inventory to YouTube’s massive ad business,” said Insider Intelligence principal analyst Ross Benes.
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