“We’re running a small experiment globally that urges viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium”
YouTube now shows some users a pop-up saying “ad blockers are not allowed.” The choices are watch the ads or pay for Premium. Premium and Music passed 80 million subscribers in November 2022 after adding 30 million in a little over a year. Longer ads and unskippable ads made the blocker necessary. Now YouTube bills you for the cure.