YouTube's new anti-adblock measures
116 comments
·June 20, 2025edwardbernays
crazygringo
Where are you located? I've never seen any of those.
Pretty much all of my YouTube ads are for TV shows, movies, cars, mobile games, consumer products, and various consumer services. Volkswagen, Dove, TurboTax, etc. All incredibly mainstream.
Maybe you're located in a country or region maintain advertisers avoid?
furk
In Germany, they keep showing me Israeli propaganda ads. Couldn’t imagine a better adblock reminder myself.
edwardbernays
I'm in America. I only see these scummy ads I talk about, and I assume it's because I'm extremely aggressive about preventing myself from being tracked and profiled. My friends made the horrible mistake of looking into cryptocurrency on Google while signed into their account, so they got targeted by scum crypto ads.
crazygringo
It sounds like you've explicitly opted yourself into the lowest common denominator ads. It's understandable that mainstream companies want to maximize their advertising impact by only targeting the viewers where there is data to suggest the viewers will actually be interested in their products.
I'm honestly not really sure why you're complaining. If you don't want to be tracked or profiled, you're going to get the lowest quality ads. Why do you think higher-quality advertisers should be wasting money trying to reach you, when you are going out of your way to avoid any interest in them?
To be clear, I'm not criticizing what you're doing to avoid tracking, or your stance against it. But I'm questioning why you would then complain about the ads you receive.
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hellotheretoday
I don’t get soft core porn ads but I do scams all the time. Bullshit supplements, pyramid schemes, “buy my program to make money” type things. Otherwise it’s mostly political ads, more legitimate consumer products like dishwasher detergent, gambling, and mobile games. NE USA for reference
edwardbernays
Personally, for my own value system, I consider the gambling ads to be as bad as scam ads. I think we'll soon come to see the social harm of gambling ads to be as bad as tobacco ads. We should strive for a culture where people see an ad for addictive services or substances and feel an instinctive, pre-conscious disgust. They are the dirty, disgusting, bloodsucking bedbugs of society.
ujkhsjkdhf234
I get all the ads you mention but I have also gotten the deepfake crypto scam ads. Youtube doesn't discriminate as long as the check clears.
mikequinlan
Victim blaming much?
nine_k
Maybe they just want you to buy Premium and get rid of ads altogether. I think it's really good value now, especially the family plan, if you use YouTube heavily, like my kids do.
kyriakos
All my ads are local brands, supermarkets, sport stores and delivery apps. Never seen any had ads, they are annoying but nothing abnormal.
forinti
I don't get such nasty ads, but the ones I get are extremely repetitive. I see the same 3 ads all the time: one for a car, one for a bank, one for clothes.
wat10000
I think that’s a rationalization. Most people just don’t like ads no matter what they are. And I can’t blame them, ads are terrible. But this is a case where they offer a nice subscription that takes them all away, so people ought to buy that instead.
random_ind_dude
I pay for YouTube Premium, but what I am afraid will happen is that once enough users opt to pay for the service, YouTube may pull an Amazon Prime and show ads, and then ask for more money to not see the ads.
wat10000
Same. But I'll certainly enjoy it while it lasts.
theMMaI
The YT Premium subscription suffers from being low value imo, forced bundling with YT Music which inflates prices, and little to no synergy with Google One subscriptions in most countries.
ndiddy
They offer a cheaper version that isn't bundled with Youtube Music, but then you get ads on official music uploads since I guess that's how the licensing works out. https://www.youtube.com/premiumlite
wat10000
I find it to be an excellent value. It’s the only streaming service I pay for. It’s full of stuff I want to watch and well worth the price.
joshlemer
Well, I don't particularly enjoy ads on Reddit, Gmail, and, when I used them, Tiktok, Facebook, etc but I wasn't particularly pissed off by them either. On YT it seems just so in your way and in your face and egregious. It's like every couple minutes there's an other ad. You can't even chromecast videos to your tv to play in the background because you have to constantly babysit it or else it will load up an ad that goes on forever or 10 minutes until you come back to skip it.
edwardbernays
I don't think it's a rationalization. I have two normie friends who were mostly fine seeing ads on the internet, until one night they saw one too many scum ads on YouTube. They asked me to help them install an adblocker. It was specifically the scumminess of these ads that got them to start using adblockers, which by the way the FBI recommends as a matter of course. People should buy YouTube premium for the convenience features it offers, but everyone should be blocking ads for their own safety and sanity. There is no reason to engage in the ad economy. Everyone should be blocking all ads.
downrightmike
Even google can't keep malware ads out of their system. If we say have geek squad remove the malware, its $149.99, all because google wanted to show me a $0.0001 value ad. No thanks.
nine_k
You underestimate your attention's value by two orders of magnitude. A typical YouTube ad impression cost is about half a cent or so, sometimes several cents. We're talking serious business here!
Izikiel43
Yeah, I find instagram ads not that annoying, and they actually promote things I would buy (I've bought a couple of things over the years through their ads).
Youtube/google ads? Never bought anything, automatically assume they are a scam.
krosaen
I pay for YouTube premium (which gives me YouTube music too) and am happy with the lack of ads, even though many creators still mix paid sponsors into their videos. It seems the creators are motivated to keep things minimal or they will lose engagement.
What I am not happy with is a lack of control over the homepage and recommendations. I would really like to be able to easily block channels from ever showing up, but you can only sort of do this if you click "don't recommend this channel anymore" from the homepage. But you can't do this if a video shows up recommended from another video. And overall, it just feels like they are spending so much effort trying to get me to watch the next video instead of enjoy the one I am trying to watch.
For my kids, I came up with an ad hoc policy where they can watch from the homepage / recs on weekends but during the week have to stick to a personal playlist they can only add videos to on the weekends. This removes the algorithmically driven addictive nature of YouTube and unsurprisingly they end up moderating their use of Youtube within their alotted screen time much better. It distinguishes between, "I want to watch this" and "I want to pull the slot machine lever." But I would be a lot happier if I could better curate access to content for my kids too. Youtube Kids sucks, it ends up filtering out a bunch of interesting stuff like carpentry and nature content that hasn't been marked "for kids" in favor of videos of kids shopping for toys and stuff.
ghfhghg
The "don't show this channel" feature also feels like there is some kind of expiry because I've blocked a few channels multiple times now via that method.
Totally a theory but sometimes YouTube has a button that says roughly "show me something new". I think that may be the source of those channels returning.
ysavir
I've been getting these buffer loading times recently, and ironically, I don't mind them all that much. The annoyance of ads isn't primarily in the time it takes up, but in having the audio play and a video feed run that isn't the video I clicked on.
If an actual ad played, I'd be irritated beyond belief. But when there's a 12 second buffer, I have enough patience training for slow load times that I instinctively just quickly check my email or spend a brief moment lost in thought. Especially when it's every video. If it was one in every 5 videos, I'd notice it and be bothered. When it's every video, it's part of the experience and my brain just cuts it out automatically.
ttyyzz
Having to pay for something so that's "less annoying" is the worst business model. YouTube Premium is very expensive. I had it for a while when I got a Pixel smartphone with a few months of YouTube Premium included. It was great. I also understand that streaming on this scale must entail incredibly high operating costs; the money has to come from somewhere. It's simply a dilemma. But there has to be a better way. Any ideas?
mbac32768
In 2025 it's actually not that expensive. CDNs aggressively drive down the cost of streaming video.
A 1080p music video costs about one tenth of one cent to serve to one person at retail CDN rates.
You could easily host this yourself and decide what the terms are to view it. E.g. ads, or paywall or free because you benefit from the exposure.
Once upon a time AdSense/YouTube saved you from getting an unmanageable $5,000 bill from your ISP because your content went viral but nowadays their value proposition is more about network effects plus built-in revshare scheme.
dieortin
Assuming your numbers are correct, you’re ignoring all the rest of the infra
briffle
Youtube is $14/month. netflix is $17/month. That is VERY expensive, considering that most of Netflix's cost is production. Youtube has almost no production costs. Their users create content.
Maybe if they paid their users more, so they didn't also have to add 'sponsor segments' inside their video's it would make more sense. The bundling music for the same price is the same crap cable and phone companies have been doing for decades, that most people hate. Let me buy just youtube without ads, and keep spotify.
But as it sits right now, $14/month for video's without youtube ads, but still with ads added by the creators themselves (or paid promotion, I guess) is pretty expensive, compared to $17/month for actual movies with no ads at all.
BXlnt2EachOther
YouTube gives, I think, 55% of revenue (not just profits) to creators, so that might also be considered production costs making up a majority of expenses.
thallium205
Youtube Premium is very expensive?
ttyyzz
I would pay that 130€ / year if I was alone. I have to be responsible with the money I earn as I have to feed 3 kids and my wife is not working. We also use other different streaming services like netflix, spotify family... adding youtube premium seems not reasonable for me at the moment.
xandrius
Create a built-in Patreon to access premium videos and communities and take a cut.
nick_g
They’re attempting that now with “memberships.” I’m not a heavy patreon user, but the current implementation leaves a lot to be desired. I expect they’ll be able to iterate on it.
An unfortunate aspect is that I’m frequently recommended videos which I would have to pay to watch. As a youtube premium subscriber, feeling like I’m constantly being upsold has begun to grate on me. I’d really appreciate a feature to hide these videos as a premium subscriber, which I have little faith in them implementing. On my laptop it’s easy enough to hide these thumbnails (as I already do with shorts) using ublock origin. However this is making me reconsider my subscription. Why should I have to use a third party tool to best use this service which I’m paying a fairly significant fee for? I’ve similarly used ublock origin to work around recent change where only three videos were shown on each row
magicalhippo
I get they want to work against ad blockers, but as a Premium member I really wish there was an easy way to watch a video without it polluting my history or recommendations. I don't want to watch ads just due to that.
bitpush
Account Switcher > Turn on Incognito. (Not the chrome incognito, but YouTube incognito)
_345
IIRC i stopped using this because it takes way too long to toggle on/off and another crucial mistake they make is that YouTube acts like its chrome incognito where you want full privacy and an anonymous browsing experience, I do not want that, I still want to be able to see my own history like my last few search bar queries, I just dont want NEW entries added when in incognito mode. essentially i want read only mode
james_pm
I would love something like what Spotify has - private listening. In the meantime, I just go into the YouTube history and remove anything that I don't want to pollute my recommendations. Turning off search history entirely also is good.
sc11
You can remove videos from your watch history and in my experience that does have an impact on the recommendations as it's not factored in anymore
magicalhippo
Right, but that's annoying and you gotta remember. Something easier would be nice.
zaran
while ad blocking has grown in prevalence over the years, for something like youtube I'd figured it was more than counteracted by the shift to mobile / TV (where ad blocking is more complicated)
whatever the merits, this (and google's neutering of extensions in chrome) signals a fundamental attitude shift from ~10 years ago; they're more interested in squeezing margins out of their dominant platforms instead of growth
brentm
YouTube Premium costs about the same as 2 cold brew coffees and is worth the money.
rafram
Yeah, I will unabashedly shill for YouTube Premium. It’s cheap, it pays video creators more than ads do, and it includes YouTube Music so you can ditch Spotify.
tshaddox
It's by far the best value of any of the streaming media services.
Barrin92
Paying 13 bucks per month, which is a non trivial amount for a lot of people if it competes with other subcription services, merely to block ads on a website that doesn't even produce its own content is in my opinion one of the worst deals on the internet.
That's equivalent to a Netflix subscription, which puts what, 20 billion into original content each year?
bitpush
> doesn't even produce its own content
How do you think those video bits get streamed all around the world? Magic?
Barrin92
I assume with the same amount of magic as they do at all the other streaming platforms, but they still manage to serve up original content. Hence, as a consumer, this seems like a shoddy deal. You're basically paying for ad-free slop, which by the way like Amazon these days you have to crawl through an entire mountain of because the site barely has any content management features either
wat10000
I don’t care what they pay to create content. I care about how much stuff they have that I want to watch. YouTube knocks this out of the park. Netflix fails. I actually have Netflix for free (with some ads) through my cell phone plan and I haven’t used it in a year. I use YouTube daily and the subscription fee is well worth it to remove the ads.
ndriscoll
A family plan says it's $23/month. That's well over the cost of a 3 lb tin from Costco ($18.69 by me), which is several weeks if not a month of cold brew.
rafram
We're kind of getting off track here, but a 3-lb tin of preground coffee is not going to taste very good by the time you finish it, if it ever tastes good at all. It's pretty likely to be low-quality and stale before you even pull it off the shelf.
tmaly
The number of ads they run reminds me of the good old days where half of the TV show time was commercials.
FerretFred
> fake buffering is 80% of the length of the ads
I run Brave on multiple devices and there's now a "glitch" a few seconds after what wouod be the ads, starts. I put up with this because the alternative is to put up with ads that treat viewers like morons with one hand in the mouse and other in the wallet.
_345
What if people just paid for services they use and depend on frequently
xnorswap
I don't want to use it. I only view because others exclusively host content there.
If people hosted video elsewhere, I would gladly never visit youtube again.
Creators are not going to start paying for uploads when they can push their costs to the viewers.
crazygringo
There's a long tail of people who don't use YouTube frequently but click play on videos embedded on other sites, or on videos linked.
So of course they're never going to pay. That's the problem advertising solves -- infrequent users can be monetized.
YouTube already has an option to pay to avoid ads, for frequent users. And lots of people subscribe to it.
lurk2
The only reason people use YouTube is because it has had a de facto monopoly on video distribution for the last 15 years.
create-username
If people were just paid for services that used them and manipulate them with tracking and behaviour profiles
Teever
What if Google didn't horde whatever data it could about me from the analytics systems that it has installed on a myriad of websites without my consent?
What if Google wasn't a monopoly who amassed insane amounts of capital to do this?
What if Google didn't lobby governments around the world for special treatment?
bitpush
> What if Google didn't horde whatever data it could about me from the analytics systems that it has installed on a myriad of websites without my consent?
Arent you voluntarily using their website? Nobody is forcing you to open your browser, and type y-o-u-t-u-b-e-dot-c-o-m.
> What if Google wasn't a monopoly who amassed insane amounts of capital to do this?
MKBHD, LTT and others are willingly uploading videos to YouTube. YT doesnt have an exclusive deal with any of those. Infact, those folks are free to upload the same video to Vimeo, Twitch and others. What is YT doing wrong here?
> What if Google didn't lobby governments around the world for special treatment?
Such as?
queenkjuul
Google analytics tracking is embedded in probably millions of non-Google websites, and YouTube videos get embedded in all sorts of pages.
add-sub-mul-div
I've always paid for cable without complaining, but the adtech surveillance reality that was innovated by the tech industry makes me less willing to support them.
bryankaplan
I've come to rely on a robust method of adblocking YouTube which I believe to be perfectly reliable and impossible for YouTube to circumvent: avoid watching YouTube. Incidentally this method also reliably prevents false buffering.
brightmood
So you buy premium - now you don't have ads from YouTube anymore. But now YouTubers such as LinusTechTips and who else not want monthly payments for their exclusive content. Yea, that's not going to work. Now your watchers don't watch your content.
bitpush
That's a self correcting situation. If LTT sees a huge drop in their views/subscribers, they'll correct the situation.
.. or a competitor (who's a competitor to LTT? GamerNexus? MKBHD?) would take their place.
If they ran less hostile ads, people wouldn't be as hostile to watching their ads. Some of the ads they run are just ridiculous and awful. Ads for scams, soft-core porn ads, just the worst of the worst.