My son and his friends have figured out how to skip the ads on YouTube. I just wonder how many folks are doing that.
A simple ad blocker will do it, which is why Google blocked the most popular ad blocking extension from its Chrome browser and is currently taking steps to make YouTube malfunction when it detects certain ad blockers.
The rivalry between companies serving ads vs. people trying to avoid them is an age-old cat & mouse game though, isn't it? At least with radio, listeners are pretty much still limited to hitting the next preset button to punch out ads. (Does this work with the newly-added presets feature on the iHeart app, though? I haven't tried yet).
With TV, I can remember, even as a kid, my family made a sport out of who could hit the mute button fastest when the ads started. Later, when DVRs came along, ReplayTV got sued out of existence for its automatic ad-skipping technology, but now TiVo offers it, along with the 30-second skip button on all other DVRs. That's one key reason why media companies have been so enthusiastic about migrating to streaming platforms where most people are forced to sit through their ads without the ability to skip them (yet).
I would love to live in a world where everyone still played the ad-supported media game fairly and ethically, where exchanging a few minutes of your time consuming ads for the privilege of accessing free content worked well for everyone, where the audience was respected and all the stakeholders understood an acceptable balance. But as we all know, that's rarely the case. From excessively long, scam-filled spot breaks on radio to the multitude of pop-ups, unwanted redirects and other aggressive, in-the-way-wall ads in your face that infest so many websites (including this one, I'm afraid), these are the things that really drive people to actively block them.
I'd gladly endure a few banner and sidebar ads for the privilege of using most websites. But I draw the line at the ones where the screen gets obliterated by endless dropdowns, pop-overs and scammy links that can't be dismissed and in many cases are flat-out malicious. And sadly, there are lots of radio stations that are the audio equivalent of websites like that. Outlets that ruin the experience to such an extreme degree that you end up wondering where the actual content is seem to have become the norm in modern society.