Bold move.

I don't know of any data that backs this up but my perception is advertising on YouTube has gotten way heavier in the last 12 months. Used to be short ads, usually 1, that you could skip after a few seconds. Now it seems there are multiple ads on each video, some unskippable, even the longer ones.

I don't expect YouTube to be completely free, and of course it's their platform they can do what they like, but at what point are they just getting greedy and should perhaps realize the result of that is going to be more people using ad blockers. I mean, their 2019 revenue was 15bn, it was almost 30bn in 2022. They hardly struggling to monetize. Will be interesting to see where this goes. Perhaps it's an attempt to push people to premium.