YouTube has started implementing measures to discourage the use of ad blockers by slowing down the site for users who have them enabled.
This “suboptimal viewing experience” includes increased buffering times, videos failing to load, and difficulties entering fullscreen mode.
These recent slowdowns appear to be tied to YouTube’s stance that ad blockers violate their Terms of Service. With video ads providing a significant revenue stream for YouTube, they have a vested interest in limiting ad blocking software.
However, users have increasingly turned to these tools to reduce the growing frequency of ads on the platform.
According to users on Reddit and our own testing, enabling an ad blocker now triggers lag and unresponsiveness across the YouTube site. Videos struggle to buffer, previews won’t load properly, and attempts to enter theater or fullscreen mode require a manual refresh first.
Also Read: YouTube Premium and Music launch in Kenya
YouTube seems to have artificially increased load times through code timeouts, essentially mimicking a poor internet connection. This forces users to choose between disabling their ad blocker or paying the monthly fee for YouTube Premium to regain normal speeds.
While neither option sits well with most viewers, YouTube appears intent on discouraging ad blocker use through these site slowdowns. Users must weigh dealing with longer pre-video ads against paying over Ksh 5000 a year just for an ad-free experience.
YouTube Premium in Kenya
Last December, YouTube introduced its premium streaming services, YouTube Music and YouTube Premium, to the Kenyan market. These ad-free subscriptions provide enhanced viewing and listening experiences across YouTube’s platform.
YouTube Premium offers an uninterrupted viewing environment without advertisements. Features like background play and video downloading allow users more flexibility in how they access content. Premium membership also includes access to the ad-free YouTube Music app for offline and background listening.
Some of the key benefits of a YouTube Premium subscription include:
- Ad-free video streaming
- Ability to play videos in the background
- Download videos to watch offline
- Ad-free and offline listening with YouTube Music
YouTube Music comes in both Individual and Family plans. An Individual subscription costs KES 419 per month, while the family plan allows up to six accounts for KES 669 per month.
For access to both services, YouTube offers the Premium Bundle for KES 499 per month or the Premium Family plan, which covers both platforms, for KES 949 per month. There is also a discounted YouTube Premium Student plan available for KES 289 monthly.
Take Away
This controversial move limits consumer choice and control over their viewing experience. With unskippable ads reaching up to 10 minutes in length, YouTube risks further alienating users instead of encouraging Premium subscriptions. T
heir reasoning claims ad blockers threaten revenue and violate Terms of Service.
Ultimately, YouTube holds the power to shape the user experience through technical means like artificial slowdowns.
Their increased desperation to maximize ad revenue, however, risks driving away users tired of overly commercialized content. For now, ad blocker users must choose between more ads or laggy streaming on the popular video platform.
