The relationship between YouTube and ad blockers has been a war of cat-and-mouse games over the years. The platform has continually tried to limit the use of ad-blocking software. A more recent and less noticeable change has been of interest among content creators.
This paper examines the reason behind this trend, how YouTube reacted officially, and the implications of this for those creators who depend on such measures.
The Mysterious View Count Slump
Over the past few months, YouTube creators have noticed a pronounced and abrupt drop in the number of views of their videos. This trend was initiated in mid-August and later created a lot of speculation in the creator community.
The first theories were from an unexplained transformation to the recommendation software of YouTube to the introduction of new age-checking measures. However, the actual reason behind it was not identified.
The Official Statement of YouTube
In the midst of the alarm, YouTube came up with a statement that recognised that ad blockers and other extensions have the capability of influencing the accuracy of reported view counts.
The platform did not directly accept responsibility for the problem. This indirect confession was an important piece of the puzzle.
It directly correlated the changes in the number of views with the use of the content-blocking tools, which many creators were already suspecting.
The Ad Blocker Connection
Investigations gave the technical explanation. It was obvious that a modification of a popular ad blocker filter called EasyList had been preventing one of the YouTube API endpoints.
This update was the exact moment the views started declining. This was also corroborated by one oddity, which was that the opinions towards desktop computers dropped by up to 50 percent, whereas the opinions towards mobile devices and smart TVs did not fall.
Influence on Creators
Creators are faced with a tricky situation in this new development. Nevertheless, the number of views is a decisive factor in obtaining sponsorship from brands and alliances.
The gap between reported and monetized views may make business transactions more difficult. This is because creators base their business on these figures in an attempt to prove their presence.
The Future of Creator Monetization
The battle between the ad blockers and YouTube has now assumed a new and more subtle direction. YouTube is tackling the problem of ad blocker users by letting video playback occur indirectly. It appears to be a less direct approach that leaves the responsibility on the creators.
The platform also emphasizes the importance of its contribution to the ecosystem by not including the views of ad-blocker users.
This scenario highlights how a fine line exists between the financial gains of the platform. This can eventually lead to further diversification of revenue streams by creators, such as direct sponsorships, merchandise, or viewer-funded models such as Patreon.
Frequently Asked Questions
Does this have any impact on the ad revenue of my favorite producer?
This is an indication that it is the view counter API that is the problem and not necessarily the monetization system. Nevertheless, it may affect their capacity to have brand deals.
How can I make sure my opinion will be counted?
You can always turn off your ad blocker on YouTube or buy YouTube Premium. It allows you to watch your content without any ads, but still rewards creators based on your watch time.
Does YouTube have this as a way of punishing people who use ad blockers?
YouTube has not affirmed that this is part of an intentional strategy. However, the result is definitely a new line of attack in their battle against ad blockers. It leaves the creators with the task of proving it is worth it to allow ads on the platform.
