The news: YouTube is increasing prices for YouTube Premium in several major markets, per 9to5Google. Germany, Australia, Austria, Poland, Turkey, Chile, and Argentina will all see the cost of ad-free YouTube viewership rise. US Premium prices increased by $2 in July.
- The pricing news comes as YouTube is deepening its crusade against ad blockers, triggering an outcry from consumers who feel YouTube’s focus is no longer on serving consumers but advertisers.
The ad block campaign: Ad blockers are a popular tool for consumers to protect their privacy online and personalize their internet experience. YouTube’s decision to ban them will benefit its ad revenues but is guaranteed to upset some users.
- 20% of respondents in an October Malwarebytes survey said they use ad blockers as a form of cybersecurity. In a May Tinuiti survey, the figure was even higher at 31%. Even the FBI has recommended that consumers use ad blockers to protect their online privacy.
- But just as password-sharing crackdowns and ad-supported tiers have boosted streamers’ advertising revenues, so too has ad blocking increased YouTube’s revenues. Google's advertising business posted strong Q3 results last month, with YouTube ad revenues of $7.95 billion exceeding expectations.
- Expressing their displeasure, users have flooded the YouTube subreddit, one of the most populated pages on Reddit, with posts complaining about the ad blocking changes.