DIGITAL LIFE

Google's new dictatorship tactic to punish ad blockers

If you’ve noticed lately that YouTube videos take forever to load or appear to be in slow motion, the problem may not be your internet connection. A growing number of complaints from users across multiple platforms suggest that YouTube may be deliberately slowing down video playback for those using ad blockers. This appears to be the latest, subtle tactic in the platform’s ongoing war against software that blocks ads from being displayed.

Reports shared by users around the world describe a frustratingly similar experience. Many cite a significant delay, often with a black screen lasting several seconds, before a video finally starts playing.

This isn’t an isolated technical issue; the slowdown magically disappears once the ad blocker is disabled. To make matters even clearer, in some cases there’s a message asking, “Are you experiencing interruptions? Find out why.” When users click on the button, they are taken to a Google support page that points to browser extensions (like ad blockers, of course) as the possible culprit. This isn’t the first time YouTube has taken an aggressive stance against those trying to circumvent its ads. In the past, the platform has tried a variety of methods, from displaying persistent warnings to completely blocking content for those who have these extensions active. 

The current strategy of slowing down video performance seems to be a more underhanded approach, but it’s just as effective in its ability to frustrate users. The end goal is clear: to encourage people to turn off their ad blockers or, ideally, to sign up for YouTube Premium. The user reports are corroborated by tech publications like Android Central and PhoneArena, which have also investigated the phenomenon. 

The Reddit community, in particular, has been a major hub for this discussion, with countless threads where people share their frustrations and experiences. The chatter on these forums shows a general sense of discontent, not just with the platform’s tactics, but also with what many describe as an increase in intrusive or even inappropriate ads.

Frustration is growing among users...The community’s reaction is a good barometer of the general sentiment. While some more technical users are looking for temporary solutions, such as updating their ad blocker’s filter lists or using custom scripts, the majority express extreme frustration. Interestingly, many say they would rather put up with lag and buffering than have to watch the increasing amount of advertising that the platform forces on its free users.

It’s clear that YouTube is stepping up its efforts to ensure that its free user base actually sees the ads that underpin its business model. The strategy is to make the free experience with ad blockers inconvenient enough that subscribing to YouTube Premium (or the cheaper Premium Lite) becomes an increasingly attractive alternative.

So if your videos are suddenly slow and you’ve confirmed that your internet is working perfectly, it might be time to check your ad blocker settings. The days of ad-free, uninterrupted YouTube seem to be getting more and more turbulent.

mundophone