Since mid-August 2025, YouTube creators around the world have noticed a sharp drop in their video views — in some cases by as much as 50% compared to usual numbers. The decline has been particularly strong for desktop views, while statistics for mobile devices and TVs have remained stable. The reason? YouTube appears to have stopped counting views from users with ad blockers, according to 9to5Google.

What’s Happening?

British streamer Josh Strife Hayes was one of the first to flag the issue. Since August 2025, the number of views of his videos from PCs has been cut in half, while numbers from smartphones, tablets, and TVs have stayed the same. The channel TechLinked (part of the Linus Tech Tips network) confirmed a similar trend with their metrics.

YouTube has not officially disclosed the cause, but in a statement, Google hinted: “Viewers using ad blockers and other content-limiting tools may affect the accuracy of view reporting.” The platform added that channels with audiences heavily reliant on such extensions are more likely to experience traffic fluctuations, especially when blockers are updated.

Ad Blockers Under Fire

YouTube has been fighting ad blockers for several years. Back in 2023, the platform began restricting video playback for users with such extensions. By 2025, it had stepped up its measures, introducing server-side ads and blocking the player for some extensions like uBlock Origin and AdBlock. Now, it seems that views from such users simply no longer count toward channel statistics.

Interestingly, the decline in views has not affected creators’ revenue. As TechLinked noted, ad revenue has stayed the same. This supports 9to5Google’s theory: YouTube likely excludes views from devices where ads are blocked from channel analytics but still includes them in monetization calculations.

Other Theories

Initially, creators linked the drop in views to YouTube’s new AI-based age verification tools, but the platform denied this. Other possible explanations include:

  • Seasonal changes: users may watch fewer videos on PCs at the end of summer.
  • Competition: the growth of channels and content reduces overall reach.

However, these factors don’t explain the sharp and selective drop in desktop views, where ad blockers are most common.

What Does This Mean for Creators and Viewers?

For content creators, YouTube’s new policy may mean:

  • Reduced visibility: channels with audiences that rely on ad blockers lose statistical traction, affecting rankings and recommendations.
  • Pressure on viewers: YouTube will likely continue making life harder for ad-block users, pushing them toward Premium subscriptions or ad-supported viewing.

For viewers, this is a sign that the platform is tightening its fight against ad blockers. Possible workarounds — such as using alternative browsers (like Brave or Vivaldi with built-in blockers) or disabling extensions before watching — are becoming less effective.

In Short…

YouTube appears to have stopped counting ad-block users as “full viewers,” leading to view drops of up to 50% on PCs since August 2025. While ad revenue remains unaffected, the new policy may shift audience behavior and force creators to adapt their monetization strategies. The platform’s war on ad blockers is intensifying, leaving viewers with two choices: tolerate ads or buy YouTube Premium. The question is how far this battle will go and what it will mean for YouTube’s popularity.