YouTube introduces load delays to combat ad blockers

Urges users to 'try YouTube Premium for an ad-free experience'

In a move to stop people consuming content without generating revenue, YouTube has confirmed intentional load delays for users employing ad blockers.

The move, aimed at preserving advertising revenue, has sparked discussions about user experience and the ongoing struggle between digital platforms and users.

Reports first emerged on platforms like Reddit, where users, particularly those on Firefox and Edge browsers, claimed that they were experiencing a five-second delay when loading YouTube videos.

Redditor u/vk6_ shared a video highlighting the delay when loading YouTube on their browser. The video seemed to indicate a deliberate choice to slow videos by Google, as spoofing the user agent to appear as Chrome eliminated the wait time and sped loading.

Users said the delays occurred when opening videos in new tabs or windows, and u/vk6_ and others found intentional JavaScript code prompting them.

The issue appeared to be isolated to Firefox and Edge, with Google Chrome users not encountering the same issue.

In a statement, YouTube clarified that the "suboptimal viewing" experienced by users with ad blockers results from the platform's ad blocker detection, causing delays in loading on YouTube.

"We've launched a global effort to urge viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium for an ad-free experience. Ads support a diverse ecosystem of creators globally and allow billions to access their favourite content on YouTube," a company spokesperson said.

The move follows a global rollout of a more stringent tactic a few weeks back, where YouTube temporarily or permanently halted video playback for users with ad blockers.

Users were prompted to disable ad blockers, with some warned of potential access blocks after watching three more videos.

Early reports suggest that YouTube's strategy has yielded short-term success, with a notable increase in ad-block uninstallations. However, extension developers are actively working to circumvent the service's restrictions, making this an evolving battle between YouTube and ad-block providers.

For users frustrated by the persistent 30-second ads on non-desktop platforms, YouTube Premium is available - but, coincidentally we're sure, has a higher price tag after a recent hike. The service now costs $13.99 per month or $139.99 annually for ad-free viewing and access to exclusive content.

It's noteworthy that, in certain cases, even government agencies like the FBI recommend the installation of ad blockers as a protective measure against malicious advertising.

In a public service announcement last year, the agency highlighted the growing threat of cybercriminals utilising search engine ad services to impersonate brands.

These actors lead users to malicious sites hosting ransomware and aim to steal login credentials and financial information, the FBI warned.

It emphasised the challenge of distinguishing top-of-search ads from actual search results on many search engines.

Deceptive ads can redirect users to counterfeit sites closely resembling well-known brands, concealing links that either download malware or illicitly obtain credentials. This issue is particularly pronounced within cryptocurrency exchanges, where cybercriminals leverage stolen logins to access and extract funds.