A lot of my mother's friends, people in the 70s and 80s, are moving to ad blocking due to this. These people are really hearing about ad blocking for the first time through this. From this being in the news they are not only being told this is a possibility, but names of a number of products that do it. Most of them have slowly begun to use YT for a number of reasons over the past 10 years, and have all hated the ads, but other than buying premium, they assumed getting around ads required some level of technical expertise, or access to an "underground" scene to accomplish it.

A lot of them have been switching browsers, looking up ad blocking tools, and using them. In the past few months most of them went from using YT to look up occasional tutorials and media from their youth that is hard to find now, to using it as frequently as they do other streaming services. I know YT isn't really targeting aging boomers, but if I am seeing this many people, in this demographic, doing this,I can only imagine it's happening elsewhere.

Often times companies going on campaigns like this only bring more attention to the fact that it can be done and is easy to do.