The news: YouTube is increasing prices for YouTube Premium in several major markets, per 9to5Google. Germany, Australia, Austria, Poland, Turkey, Chile, and Argentina will all see the cost of ad-free YouTube viewership rise. US Premium prices increased by $2 in July.
The ad block campaign: Ad blockers are a popular tool for consumers to protect their privacy online and personalize their internet experience. YouTube’s decision to ban them will benefit its ad revenues but is guaranteed to upset some users.
General mood: Developments in 2023 have reemphasized the conflict between platforms’ need to increase revenues, advertisers’ need to get exposure, and users’ desire for a smooth viewing experience.
Our take: Consumers complaining about internet platform changes is nothing new, and YouTube’s prevalence means it’s unlikely to see a concerning drop-off in viewership. But the outcry over its changes brings the conflict between consumers and advertisers back to the forefront.
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