YouTube is running an experiment whereby users using ad-blockers are shown a message that reads, “Ad blockers are not allowed on YouTube.” The users are then given the option to either watch adverts or try out the ad-free YouTube Premium service. If successful in encouraging users to watch ads, YouTube could potentially increase the number of views for its ads. However, there is a risk that users may abandon the video or the platform altogether. It’s too early to say whether this will have a positive impact on YouTube’s ad business, but the timing is noteworthy because Google just recently launched its new Search Generative Experience that may impact paid and organic search performance.

source: YouTube wants users to stop using ad blockers