Have you ever tried to access Hulu, Netflix, or another website, only to get a message saying “This content is not available in your country?” This is geo-blocking—or geo-restriction—and can often be a pain to deal with. Geo-blocking offers a lot of value to companies, but it can also stop you from enjoying the content you love.
So why are you geo-blocked, and how do websites and digital services know your location in the first place? In this post, we will discuss all that and also explain what you can do about it.
What Is Geo-Blocking?
Geo-blocking, or geo-filtering, is the act of denying or limiting access to content based on their geographic location. Geo-blocking works on all types of content, including websites, articles, and web services, but it’s most notable for videos. Video-sharing platforms and streaming services, like YouTube, Netflix, and Hulu, use geo-restrictions. They make some of their content inaccessible to users from specific regions.
Companies can apply geo-filters to countries, cities, and even buildings and offices. The degree of filtration can vary from service to service. Some services allow you to browse their content but limit you from viewing it. Others will hide the content entirely in your region.
How Does Geo-Blocking Work?
Each computer on the internet has a unique numerical identifier known as an IP address. When you visit a webpage, your computer sends its IP address to the website’s server so that it knows where to return the requested information.
You get an IP address as soon as you register with an Internet Service Provider (ISP). With varying levels of accuracy, this IP address can identify your device’s geographic location. Online services use your IP address to decide whether to allow you to view their content. So, if you try to request content from an IP that falls outside the allowed list, they deny your request.
Geo-blocking can also occur even when you pay for a premium service. For example, if you live in the US and pay for a Netflix subscription, you can stream the content as long as you’re within US borders. If you go on vacation or travel to other countries for work, you won’t be able to access the same Netflix library.
Is Geo-Blocking Legal?
Regardless of how frustrating it can be, geo-blocking is still legal. It’s a way for media companies to enforce legal contracts based on geo-restrictions. It’s common among media companies because the broadcasting rights of TV shows and movies usually vary from country to country. While this is all good, other reasons tempt companies to restrict services based on location.
The Purpose of Geo-Blocking
Content creators and media companies use geo-blocking for a variety of different reasons. Below, we highlight a few of them.
Copyright and Licensing
The most common reason for geo-blocking is to protect licensed or copyrighted content. A licensing agreement gives a party the rights to use licensed content for purposes defined in the contract. It offers content creators a way to monetize their properties like movies, TV shows, music, books, and more. So content providers (media companies) impose geo-restrictions to meet the licensing terms.
Market Segmentation
Some global companies use geo-filtration to divide the world into different market segments. This may not lead to access restriction but may simply change the website content based on your location.
Geo-blocks can let businesses charge users from various regions different amounts for the same service. This practice is rampant in the media, tourism, and retail industry. For instance, Netflix may charge more for the same services in one geographic region compared to others.
Restricting Illegal Content
Governments may use geo-blocking to restrict illegal content like porn and gambling. Repressive regimes also use this technology as a tool for internet censorship. The Chinese Communist Party is notorious for its aggressive censorship in mainland China. It bars users from accessing popular sites like Google, Facebook, Instagram, and YouTube. These websites have local alternatives, which are more willing to satisfy the whims of their government.
3 Ways to Bypass Geo-Restrictions
Users seeking to access blocked content can bypass geo-blocks using a variety of tools and techniques. Below, we outline a few of them.
1. Use a VPN
Your IP address is the basis of all geo-blocking, so if you want to circumvent the restrictions, you’ll need to mask your real IP. A Virtual Private Network (VPN) replaces your real IP address with one from a location of your choice. Once connected to your desired server, your traffic appears to originate from the VPN server location instead of your home server.
When using a VPN, make sure it uses advanced security features and encryption protocols to keep your identity anonymous. If you’re not sure which VPN to use, try ExpressVPN which offers excellent connection speeds and military-grade encryption.
Read More: Why ExpressVPN Should Be Your First Choice for a VPN
2. Use a Proxy Server
Proxy servers also offer a way to bypass geo-restrictions. Instead of changing your IP address, a proxy server acts as an intermediary between you and the host server. It only works on the application level, meaning it only reroutes traffic for the specific application you configure it for. In terms of security and performance, proxy servers are not as efficient as VPNs.
Read More: Proxy vs. VPN: What's the Difference and Which Should You Use?
3. Use the Tor Browser
Another way to avoid geo-blocking is by using the Tor browser. It’s a specialized browser that connects to the Tor network using anonymous routing. The Tor browser protects user information using several layers of encryption. However, this complex encryption process can take a toll on your internet speed.
Is Geo-Blocking Worth It?
Although geo-blocking has legitimate uses, it’s prone to abuse. Repressive regimes and corrupt authorities can use it to discriminate and manipulate the public. Geo-blocking may never go out of fashion, but you don’t always have to put up with it. By using a quality VPN, you can access your favorite content without worrying about geographic restrictions.