YouTube is asking some users to turn off ad blockers or pay for a premium subscription, or they won’t be allowed to watch videos, writes Bleeping Computer.

New approaches in the work of YouTube were described by one of the Reddit users. According to him, the hosting started showing a pop-up warning some users about the ad blocking ban.

“It looks like you may be using an ad blocker. Ads allow YouTube to stay free for billions of users worldwide,” the message reads.

Users then have two options: either disable the ad blocker to allow YouTube ads, or consider subscribing to YouTube Premium to get rid of all ads.

YouTube has already confirmed this experiment and noted that the company encourages viewers to try YouTube Premium or allow ads on the platform.

“We’re running a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium,” the company explained. “Ad blocker detection is not new, and other publishers regularly ask viewers to disable ad blockers.”

It is not yet known in which regions YouTube shows this message and whether it will decide to completely ban the viewing of videos for those who do not have a premium subscription and refuse to turn off ad blockers.

We will remind you that the YouTube Music service recently received another update, which gives users the ability to listen to podcasts. You don’t need a paid subscription to Music Premium or YouTube Premium to listen to podcasts. At the same time, you can listen to podcasts both online and offline, turn them on in the background, broadcast to audio devices, and switch between the audio and video versions of the podcast.