"There is no such thing as free lunch." And on YouTube, there is more than what meets the eyes.
The video-streaming platform is the biggest of its kind, and that it has no direct rival that could match its size and popularity. While YouTube looks free, and that people can simply use its app or visit its website to start watching endless stream of videos, things aren't that "free."
First of, YouTube is Google's, a company known for gobbling up user data like there is no tomorrow.
This is because Google thrives on ads, and because data is already a commodity there, YouTube remains "free" because Google can target those people with ads.
Those who wish to not see any ads, can subscribe to YouTube Premium, which means paying Google upfront to remove the ads.
The second option, is to use ad blockers.
And Google hates that.
And in one unsuspecting move, YouTube is found testing a way to block users from seeing anymore videos after viewing three videos.
In the test, people viewing videos on YouTube using an active ad blocker will be met with a message, saying that the "video player will be blocked after 3 videos."
Using the three-strikes rule, 'offenders' are given the option of disabling the ad blocking software they use, or pay for YouTube Premium.
"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," the message reads.
It also states that ads “allow YouTube to stay free for billions of users worldwide," and that to stay ad free, a subscription to YouTube Premium is necessary.
If they don't do any of the two, YouTube's video player will stop working, and that YouTube will automatically disable video playback.
At this time, the company confirms the test, calling it a "small experiment."
This makes sense because like previously said, ad blockers block ads, and this hinders Google's ability to earn revenue, and also results in the decrease of creators' earning.
If ever Google wants YouTube to remain relevant, especially during the harsh competition against rivals like TikTok, Instagram, Twitch and others, Google needs a way to please advertisers and creators.
But apparently, viewers come last on its list of happiness index.