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I've also notice a huge push for youtube premium on mobile. It used to be a once a week thing. Now almost every time I open the app I'm greeted by the popup asking me to upgrade.

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The constant unskippable ads in the Youtube app meant I jettisoned the app on my mobile devices and just watch Youtube via the browser (even though they make it a terrible experience) because my ad blocker works in the browser.

I used to do that, but my phone now has youtube vanced - it can even play stuff in the background.

if you're using android, check out redtube.

I use Firefox to browse and with long click and open in app to let redtube handle it. it also is nice to have the option of watching the vid as popup and keep browsing around on YouTube

Dangerous search right there.

I find this behaviour by Google really fucking annoying. Just leave me alone after I have said no 15 times in the last week.

Would you prefer that they just put up a modal banner saying 'subscription required'?

I would.

Yes 100%. At least that doesnt require a tap

Most other companies would have deniability about doing it on purpose, but google probably keeps track of this stuff and runs A/B testing with it etc..

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