We love YouTube, and we love using YouTube for all kinds of things. The amount of content you get from YouTube is so vast that you could technically learn everything you need to learn in the modern world on the video sharing platform. With everything we love about YouTube, there is something we also despise about YouTube – ads. While it started out as a simple played out ad at the beginning of whatever videos you want to watch, ads on YouTube have grown to become an irritation.

There is the argument that the number of ads that are being served to us on YouTube is necessary. The ads pay for the platform and help YouTube not just profit, but also pay its various creators for their contents. The ads also help keep the platform free to use for the billions of the world. As much as we hate ads being served to us, it is a necessary evil and quite inevitable to keep the platform from charging us for contents. Except, they sort of do.

There is such a thing called YouTube Premium, a paid membership to YouTube. What that offers you is things like picture-in-picture mode, and open access to YouTube Music, regarded to be one of the biggest official music libraries you can find anywhere. You also pay for the omission of ads when you consume your contents on the platform.

If you still want the free experience on YouTube but without the ads, the only way around them is through using ad blockers. There are several tools and third-party programs that skips and blocks ads on YouTube unless they are baked into the video itself. That means that you are getting a YouTube Premium-esque experience, but without paying for it, which is frowned upon by YouTube, obviously.

In the most recent attempt to battle ad blockers, YouTube is giving users three strikes before completely blocking a user from using YouTube. There are no mentions on whether blocked users will be blocked indefinitely, but the wording leads us to believe that you can be unblocked just by disabling your ad blocker app or algorithm. Obviously if you choose to pay for YouTube Premium, you will immediately be unblocked and given fuss free experience with YouTube amongst other things.

The new measure was spotted by a user on Reddit, interestingly enough. YouTube has not commented on their new measure, but the new measure does make a lot of sense for a company that relies mostly on ads to survive. While it is somewhat aggressive, it could be a necessary step for Google to protect their platform and ensure that it is still profitable.