YouTube Premium and Music: 100 million subscribers and double growth!
The number of users of paid services YouTube Premium and YouTube Music increased by 20 million over the year and reached 100 million subscribers. The number of subscriptions has doubled since September 2021.
Paid subscriptions to YouTube Premium and YouTube Music
Growth of paid subscribers
Over the past year, the number of paid users of YouTube Premium and YouTube Music increased by 20 million to reach 100 million. This means that the number of subscriptions has doubled compared to last year.
In the US, the cost of a YouTube Premium subscription has increased by $2 per month. In Ukraine, an individual YouTube Premium subscription costs 99 UAH per month, and a family plan for 6 people costs 149 UAH per month. Students have access to almost half the price of an individual subscription.
Comparison with competitors
The YouTube Music service, which is part of YouTube Premium, is still does not communicate easily about the number of its subscribers. But it is known to still lag behind Spotify, which already has 220 million premium subscribers. Apple also doesn't share exact numbers for its Apple Music service, but the last confirmed number was reported in 2019 at 60 million subscribers.
Aggressive marketing strategy
YouTube is increasingly encouraging users to switch to paid plans. Last year, the platform began restricting video viewing on the site for users with ad blockers enabled. If a blocker is detected, the site issues a warning and slows down the work.
Answers to questions
Over the past year, the number of paid users of YouTube Premium and YouTube Music has increased by 20 million to reach 100 million. Compared to September 2021, the number of subscriptions has doubled.
Last year in the US, the cost of a YouTube Premium subscription increased by $2 per month. In Ukraine, an individual YouTube Premium subscription costs 99 UAH per month, and a student subscription is almost half that price. A family plan for 6 people costs 149 UAH per month.
The exact number of subscribers for YouTube Music has not been disclosed, but the service still lags behind Spotify, which had 220 million premium subscribers as of September. Apple also does not report the exact number of Apple Music subscribers; the last available information was in 2019 and was 60 million subscribers.
- YouTube Premium is a subscription that offers ad-free viewing, access to original TV series and films, as well as the ability to download content for offline viewing.
- YouTube Music is a music streaming service that offers access to millions of tracks, playlist creation and personalized recommendations.
- Spotify is a competing music streaming service with over 220 million premium subscribers.
- Apple Music is a music service from Apple with more than 60 million subscribers.