YouTube’s new ad rules and slower videos for ad blocker users

YouTube is making changes that affect people using ad blockers and how ads appear on the platform. Users with ad blockers have noticed videos loading slower, with buffering delays and issues like trouble switching to full-screen mode. This seems to be part of YouTube’s push to limit ad blocker use, as disabling the blocker often fixes these problems.

YouTube calls this “suboptimal viewing” and has been testing such slowdowns since 2023 to encourage users to watch ads or subscribe to YouTube Premium, which costs $14 per month for an ad-free experience. The platform is also testing longer ads. YouTube is experimenting with 30-second unskippable ads for more advertisers, a format previously used mainly for TV viewing.

Right now, most ads are 15 seconds, but some advertisers worry that longer ads might annoy viewers too much. YouTube is also trying out combinations of 15-second ads with shorter “bumper” ads to balance revenue and user experience. These changes aim to boost income for YouTube and content creators while promoting Premium subscriptions.

While YouTube’s ad blocker restrictions don’t affect everyone yet, users in places like Southeast Asia and Europe report fewer issues. As YouTube tightens its rules, some users may switch to Premium or deal with more ads, while others might keep looking for ad blocker workarounds.