The world’s leading video platform says it’s implementing measures that encourage users to either allow ads or try YouTube Premium, its ad-free version of the platform.
However, how it’s rolling out those efforts appears to depend on the user for now. Some users are experiencing “soft gating” that pushes them to subscribe or allow ads but still allows them to watch the video.
Others are experiencing a “hard gate” that requires a user to choose one of those two options before proceeding.