YouTube takes strong action, users 'race' to remove ad blockers

According to Engadget , this comes after YouTube began displaying warnings to people trying to watch videos on its site if their ad blocker was enabled. One of the companies, AdGuard, told Wired that more than 11,000 people have uninstalled its Chrome extension every day since October 9, compared to 6,000 uninstalls per day before YouTube implemented the change. On October 18, 52,000 people uninstalled AdGuard, the company's CTO Andrey Meshkov shared. However, the number of installs of the paid version of AdGuard, which the crackdown does not affect, has increased.

YouTube's recent drastic action has caused the number of ad blocker users to plummet.

Another ad blocker, Ghostery, said usage remained flat in October as daily installs and uninstalls increased three to five times. Notably, the company said more than 90% of users who completed a survey about why they uninstalled the product said they did so because the tool no longer worked with YouTube.

YouTube's move appears to only affect people accessing its site via Chrome on laptops and desktops, so some users have also tried using other browsers as alternatives. Ghostery says Microsoft's Edge browser installations increased 30% in October compared to September.

YouTube advertising is increasingly contributing to Google's overall revenue. The company sold more than $22 billion in ads on the platform from the beginning of this year through September. But the streaming platform is also trying to push more people to pay for YouTube Premium, a service that removes ads, supports video downloads, higher-quality video streaming, and access to YouTube Music. The company recently increased the price of its Premium plan in some countries.

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