YouTube has launched a new feature that is frustrating users. When users with an ad blocker installed try to watch videos on the platform, a pop-up message appears warning them that “the video player will be blocked after 3 videos.”

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In an effort to combat the use of ad blockers, YouTube has launched an experiment that requires users to enable ads on their channels or subscribe to YouTube Premium. This subscription service provides an ad-free viewing experience.

For users whose web browsers have ad blockers enabled, the “Video player blocked after playing 3 videos” error message appears. The purpose is to prevent viewers from encountering ads while watching videos unless they sign up for YouTube Premium, an ad-free video streaming service.

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Many social media users use ad blockers to skip ads on video streaming platforms and get an ad-free experience without paying extra.

YouTube’s enforcement of these restrictions has not been well received by users. Many expressed their displeasure on various platforms, including X (formerly Twitter). Some users are threatening to switch to other video streaming platforms like Twitch due to ad-blocking restrictions.

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YouTube Premium offers an ad-free experience and is available in India at Rs 399 for a three-month plan, Rs 129 for a one-month plan and Rs 1,290 for an annual plan. The service also offers features like background playback when your phone’s screen is locked, video downloads for offline viewing, and access to YouTube Music Premium for uninterrupted music streaming.

These recent developments on YouTube have sparked debate about the balance between ad revenue and user experience, leaving many users wondering whether the benefits of ad-free streaming are worth paying the subscription fee.