YouTube is testing a three-strike rule in its war against ad blockers

spotted the new feature, which pops up if you have an ad blocker activated with a message that reads:

Video player will be blocked after 3 videos. It looks like you may be using an ad blocker. Video playback will be blocked unless YouTube is allowlisted or the ad blocker is disabled. Ads allow YouTube to stay free for billions of users worldwide. You can go ad-free with YouTube Premium, and creators can still get paid from your subscription.

In a

recent email to The Verge

, Google spokesperson Oluwa Falodun confirmed that the company is currently conducting "a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium."

Falodun made it clear in the email that the company is dead serious about its battle against ad blockers, stating: We take disabling playback very seriously, and will only disable playback if viewers ignore repeated requests to allow ads on YouTube. In cases when viewers feel they have been falsely flagged as using an ad blocker, they can share this feedback by clicking on the link in the prompt. YouTube first started rolling out ads in August 2006. Since then, ads have increased in frequency and duration over the years, with 30-second unskippable ads and even up to 10 unskippable ads being shown at once to some users.

YouTube ads have come a long way since their introduction in August 2006. They've multiplied like rabbits, appearing more frequently and lasting longer. From pesky 30-second unskippable ads to users being bombarded with up to 10 unskippable ads at once, Google has displayed its resolve to monetize creators' content on the platform.

YouTube has been preaching the benefits of subscribing to YouTube Premium for quite some time now, emphasizing how it supports creators. Well, guess what? They've managed to amass an incredible 80 million subscribers with very little signs of slowing down. With a subscription fee set at a hefty $11.99 per month, it's no surprise they're determined to combat the ad blockers. These useful blockers directly impede YouTube's efforts to attract more subscribers, and that's a battle they're not willing to back down from.

Thankfully, alternative content platforms are booming right now. If YouTube goes all-in with the three-strike rule, switching to another app is just a click away!