TL;DR version:
From June to August, the number of active users of the AdGuard Ad Blocker extension for Chrome dropped by about 8%. But in late August, the trend reversed. The temporary slump in user growth was offset by the increased demand in the second half of the year.
After a brief period of turbulence that lasted about a month, we saw the trend stabilize. And while the daily number of uninstalls was still higher than before YouTube’s crackdown, it remained consistently lower than the number of daily installs.
After media reports and YouTube’s own statements implied that ad blockers were doomed, and especially after more and more users started noticing that their ad blocking extensions were not working properly on YouTube, we did indeed see a spike in uninstalls. However, at the same time, the number of installs also increased significantly! It may well be that the way ad blockers’ woes were amplified in the media inadvertently boosted their popularity and helped them woo new users.
The takeaway from all of this is that ad blockers — first and foremost, ad-blocking extensions — were rocked by YouTube’s onslaught, but survived. And, moreover, the interest has rebounded, as is evidenced by the growth in the number of active users.
I haven’t observed any problems with uBlock Origin on Firefox.
For those curious how efficient these things are, recently I did some tests using this tool (clear your cache between tests).
I had decided to install an additional DNS blocker on my OpenWRT router so I was curious how these methods stack up against each other.
I tested uBlock Origin (default lists, reports 116k network filters), the Firefox (122) built-in ETP (Enhanced Tracking Protection) and the router adblock (only a modest 65k IPs in the default set, you can add more lists).
- Everything off gives me a score of only 3% blocked. Those 3% must be stuff so outrageous that they probably get blocked by upstream DNS servers.
- Firefox ETP only, set to strict: 41%
- Router adblock only: 69%
- Firefox + router both on: 83%
- uBlock Origin (alone or in combination): 97%
What list are you using on your router? I’m using Steven Black’s list (which is just an amalgamation of a bunch of other lists) for my PiHole/uBlock filter list, and Firefox+uBlock Origin scored 99% (only failing the cosmetic static ad test).
It’s the Adblock package for OpenWRT. The default selection is adaway, adguard, disconnect, yoyo, which is 3 x 10k lists and one 30k list.
I see that it has support for compiling Steve Black lists but SB can vary 50 - 500k and I only have a router with 128 MB RAM. I’ll have to experiment with the “standard” SB list, see if it fits and if it makes any difference.
