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May 23, 2024

YouTube Premium and Music Subscribers Surpass 100 Million

YouTube Logo with a text of YouTube reached 100 million premium subs

YouTube Music and Premium now has 100m subscribers

YouTube, the popular online video-sharing and social media platform owned by Google, recently announced that YouTube Premium and Music services have surpassed 100 million subscribers worldwide, including trial users, as of January 2024. The YouTube Music app now seamlessly integrates music streaming with both long-form and short-form videos.

YouTube clarified that the 100 million subscriber figure encompasses users on free trials, as per the company’s announcement. However, a detailed breakdown between YouTube Music and YouTube Premium, the subscription service offering ad-free viewing, background listening, offline video downloads, and full access to YouTube Music, was not provided.

In November 2022, YouTube had reported that the combined paying subscribers for YouTube Music and YouTube Premium had exceeded 80 million. The recent update of surpassing 100 million subscribers underscores the platform’s continued growth and user adoption across its premium services.

The announcement comes after Alphabet’s fourth-quarter 2023 earnings report, where it proudly declared that YouTube and Google subscription services collectively generated over $15 billion in revenue throughout the preceding year. This substantial revenue encompasses various services, including YouTube Premium, YouTube Music, YouTube TV, and Google One cloud storage.

YouTube Music Premium Cost

YouTube Music, designed for music and YouTube enthusiasts, provides users with various options, such as uninterrupted enjoyment, background play, content downloads, and access to a comprehensive music service boasting the world’s largest catalog.

In a noteworthy move, YouTube increased the prices for its Premium and Music services for the first time in the U.S. in July 2023. The new pricing structure raised YouTube Premium from $11.99 to $13.99 per month and YouTube Music from $9.99 to $10.99 per month. Despite this adjustment, the platform’s subscriber base has continued to grow, reaching the significant milestone of over 100 million users worldwide.

YouTube Premium Features and Experience

Over the past year, YouTube has enhanced the Premium playback experience, enabling users to seamlessly continue watching across different devices like smart TVs and tablets. The platform introduced an upgraded version of 1080p HD and explored new generative AI features, initially offered to Premium users. Additionally, YouTube Music introduced the Samples tab for quick music discovery, a personalized radio-building experience, and incorporated podcasts.

Available in over 100 countries and regions, YouTube Music and Premium’s milestone was shared by Adam Smith, VP of Product at YouTube, in a blog post. Smith reflected on the service’s beginnings and underscored YouTube’s commitment to nurturing a vibrant community of creators and artists on the platform.

Neeraj Kalyan, President of T-Series, expressed that crossing the 100 million subscriber mark is a significant achievement for the music industry. He emphasized T-Series’ ongoing investment in their partnership with Google to boost the subscription business, enhance fan experiences, and contribute to the growth of the Indian music ecosystem.

Beyond its features, YouTube Premium plays a crucial role in sustaining a flourishing creator and artist community by offering them an additional source of revenue through subscriptions, as highlighted in the platform’s blog post.

Despite amassing 100 million subscribers, YouTube’s figures pale in comparison to Netflix’s 260.8 million subscribers and Spotify’s 226 million paid subscribers. However, it’s important to note that YouTube’s offerings encompass a much broader range of content and services.

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