Hulu seems to be implementing server-side ad injection, rendering adblockers useless

For years, adblockers have been a trusty shield for Hulu users, keeping those pesky ads at bay during a binge-watching session. These browser extensions quietly blocked ad requests, delivering a smooth, uninterrupted experience. But it seems something’s changed. Hulu appears to have outsmarted these tools with a new trick up its sleeve — server-side ad injection. This means ads are now woven right into the video stream on Hulu’s servers, slipping past the defenses of traditional adblockers like uBlock Origin.

This isn’t a brand-new idea in the streaming world. YouTube started tinkering with server-side ads back in 2024, as we reported in our piece on their tussle with adblockers. Now Hulu is also jumping in on the bandwagon. I’m seeing reports about this popping up on subreddits like r/Adblock and r/uBlockOrigin. 

One user, “justanothertfatman,” summed it up bluntly: “I came home from working a double to find this bulls**t happening.” Another, “darpan_jain,” broke it down technically: “Yeah this is called Server-side Ad Insertion (SSAI), where the ads are stitched into the stream so client side ad blockers (on your browser) can’t block them out.”

The effects go beyond just seeing ads again. Some viewers say their subtitles are out of whack, no longer matching the audio because of these inserted commercials. Episodes are running longer too, though the video player’s timeline doesn’t reflect the extra time. You can skip ahead to dodge the ads, but it’s a hassle.

Why is Hulu doing this? It’s likely about the bottom line. Ads keep the lights on, especially for those on the cheaper, ad-supported plans. By baking ads into the stream, Hulu makes sure they get seen, no matter what tricks viewers use to avoid them.

The adblocker community isn’t sitting still, though. The folks behind uBlock Origin are already digging into this, asking users to share account details so they can test fixes. Some early custom filters are floating around online, and a few users report success in blocking these sneaky ads again. It’s a glimmer of hope for those who hate the change.

This could be the start of something bigger. If server-side ad injection catches on with other streaming services, we might see a constant tug-of-war between platforms and adblocker developers. Each side will keep trying to one-up the other. That said, we’ll keep an eye out for any further developments and will update the article if there’s something to share.