YouTube Premium: Difference between revisions

YouTube Premium
Formerly	Music Key (2014–15); YouTube Red (2015–18);
Company type	Division
Industry	Internet
Founded	November 14, 2014; 10 years ago
Headquarters	901 Cherry Avenue; San Bruno, California, United States
Area served	119 countries and territories; mostly in the Americas, Europe and Oceania, and in parts of Africa and Asia (see full list)
Members	100 million (as of January 2024)
Parent	YouTube
Website	youtube.com/premium
	Footnotes / references;

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YouTube Premium (formerly Music Key and YouTube Red) is a subscription service offered by the American video platform YouTube. The service provides ad-free access to content across the service, as well as access to premium YouTube Originals programming produced in collaboration with the site's creators, downloading videos and background playback of videos on mobile devices, and access to the music streaming service, YouTube Music, along with other benefits.^[6] It has over 100 million subscribers.^[1]

The service was originally launched on November 14, 2014, as Music Key, offering advertisement-free streaming of music videos from participating labels on YouTube and Google Play Music.^[7]^[8]^[9] The service was then revised and relaunched as YouTube Red on October 21, 2015, expanding its scope to offer advertisement-free access to all YouTube videos, as opposed to just music.^[10]

YouTube announced the rebranding of the service as YouTube Premium on May 17, 2018, alongside the return of a separate, YouTube Music subscription service.^[11]^[12] Later in the year, it was reported that YouTube was planning to make some of the original content associated with the service available on an ad-supported basis.

History

YouTube Red's logo between 2017 and 2018

The service was first unveiled in November 2014 as Music Key, serving as a collaboration between YouTube and Google Play Music, and meant to succeed the latter's own "All Access" service.^[13] Music Key offered ad-free playback of music videos from participating labels hosted on YouTube, as well as background and offline playback of music videos on mobile devices from within the YouTube app. The service also included access to Google Play Music All Access, which provides ad-free audio streaming of a library of music.^[14] Alongside Music Key, Google also introduced tighter integration between Play Music and YouTube's apps, including the sharing of music recommendations, and access to YouTube's music videos from within the Play Music app.^[8]^[9] Music Key was not YouTube's first foray into premium content, having launched film rentals in 2010,^[15] and premium, subscription-based channels in 2013.^[16]

During its invite-only beta, Music Key faced mixed reception due to the limited scope of the offering; YouTube's chief business officer Robert Kyncl explained that his daughter was confused over why videos of songs from Frozen were not "music" in the scope of the service, and thus not advertisement-free.^[10] These concerns and others led to a revamping of the Music Key concept to create YouTube Red; unlike Music Key, YouTube Red was designed to provide ad-free streaming to all videos, rather than just music content. This shift required YouTube to seek permission from its content creators and rights holders to allow their content to be part of the ad-free service; under the new contract terms, partners would receive a share of the total revenue from YouTube Red subscriptions, as determined by how much their content is viewed by subscribers.^[10]

YouTube also sought to compete against sites such as Netflix, Amazon Prime Video and Hulu by offering original content (YouTube Originals) as part of the subscription service, leveraging prominent YouTube personalities in combination with professional producers. Robert Kyncl acknowledged that many of YouTube's prominent personalities had built their followings and created content while operating on a "shoestring budget", but he maintained that "in order to scale up, it takes a different kind of enterprise, a different kind of skill set" such as story-telling and "showrunning".^[10]^[17] Prominent YouTube personality PewDiePie, who was involved in one of the planned originals for the service,^[17] explained that the service was meant to mitigate profit loss from the use of ad blocking.^[18]

YouTube Red was officially unveiled on October 21, 2015.^[10] On May 18, 2016, YouTube Red and YouTube Music launched in Australia and New Zealand, the first countries to gain access to the service outside the United States.^[19]^[20] On August 3, 2016, YouTube Red support was added to the YouTube Kids app.^[21] On December 6, 2016, YouTube Red expanded to South Korea.^[22]

As YouTube Premium

On June 18, 2018, YouTube rebranded the service as YouTube Premium. The price of the service also changed from US$9.99 to US$11.99 per month for new subscribers. The existing pricing, as well as bundling of YouTube Premium with Google Play Music, was grandfathered in some countries for those who subscribed prior to the rebranding. Alongside the rebranding, the service also expanded into Canada, and 11 European countries (Austria, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden and the United Kingdom).^[23]^[24]

The rebranding came alongside the re-launch of YouTube Music as a music streaming service, which reintroduced a music-oriented subscription option (YouTube Music Premium) slotted below YouTube Premium at a US$9.99 pricing, competing primarily with Apple Music and Spotify.^[23] The rebranding also came amid internal concerns that the previous "YouTube Red" name could be confused with internet pornography website RedTube.^[25]

By July 2019, YouTube Premium and YouTube Music Premium were available in approximately 60 countries and territories with a subscription price difference.^[26]^[27] On April 20, 2020, support was added for Unified Payments Interface for subscribers in India.^[28]

In August 2021, YouTube began piloting a second subscription tier, "YouTube Premium Lite" in European markets such as Belgium, Denmark, Finland, Luxembourg, Norway and Sweden, at a price point of €6.99. It contained only the ad-free viewing benefit.^[29] YouTube discontinued the Premium Lite plan in October 2023.^[30]

In September 2022, YouTube tested paywalling 4K resolution streaming of any YouTube video behind YouTube Premium. Amid criticism, this pilot ended in mid-October 2022.^[31] In April 2023, YouTube began to pilot a variant of this concept under which some videos offer an enhanced bitrate 1080p option.^[32]

As of July 2022, in the United States the price of individual accounts on the service was increased to $13.99 per month ($18.99 if purchased via Apple App Store)^[33]

Features

A YouTube Premium subscription allows users to watch videos on YouTube without advertisements across the website and its mobile apps, including the dedicated YouTube Music and YouTube Kids apps and services. Through the apps, users can also save videos to their device for offline viewing, play their audio in the background, and in picture-in-picture mode on Android Oreo and newer.^[34]^[8]^[9] YouTube Premium also offers original content that is exclusive to subscribers, which is created and published by YouTube's largest creators.^[35]

Content

YouTube Premium offers original films and series produced in collaboration with professional studios and YouTube personalities,^[10] under the banner YouTube Originals. For multi-episode series, the first episode of a YouTube Originals series is available free.^[10] In selected countries where the service is not yet available, individual episodes can also be purchased through YouTube or Google TV.^[36] Access to YouTube Originals is also included in YouTube's separate streaming television service YouTube TV, but a YouTube Premium subscription is still required for the service's other benefits.^[37]

In November 2018, it was reported that YouTube was planning to offer some of its premium shows available for free on an ad-supported basis by 2020. The Premium subscription would still cover ad-free access, timed exclusivity windows for original content, and content that is not made freely available.^[38]^[39] YouTube significantly scaled back its YouTube Originals program in January 2022.^[40]

Reception

Reception to YouTube Premium has been mixed amongst consumers and journalists alike. David Nield of Wired argues that the premium service is worth it for consumers, saying that in addition to including a music streaming service, the lack of ads and the ability to download videos and having videos played in the background is useful for consumers. YouTube releasing experimental features as well to subscribers was a benefit to Nield, which as of writing included the rollout of pinch to zoom in videos.^[41] Ashley Maready of The Motley Fool concurred with Nield in her review, while additionally noting that the benefits also extend out to YouTube Kids.^[42]

Adamya Sharma of Android Authority argued that the service is only worth it for avid YouTube viewers and that a YouTube Premium subscription would not be worth it if the user did not use all of its features. Additionally, Sharma strongly criticized the manner in which YouTube nagged its viewers to subscribe to Premium and claimed that its attempts have driven users to competitor TikTok.^[43] Some have additionally noted that YouTube Premium's paid features can easily also be replicated with free online tools, particularly with YouTube video downloader tools replacing Premium's downloading feature and Adblock removing the need to pay to remove ads.^[44]^[45]

In February 2024, the YouTube Premium service passed 100 million subscribers.^[46]

Licensing terms for channels

In May 2014, prior to the official unveiling of the Music Key service, the independent music trade organization Worldwide Independent Network alleged that YouTube was using non-negotiable contracts with independent labels that were "undervalued" in comparison to other streaming services, and stated that YouTube threatened to block a label's videos from public access if they did not agree to the new terms. In a statement to the Financial Times in June 2014, Robert Kyncl confirmed that these measures were "to ensure that all content on the platform is governed by its new contractual terms". Stating that 90% of labels had reached deals, he went on to say that "while we wish that we had [a] 100% success rate, we understand that is not likely an achievable goal and therefore it is our responsibility to our users and the industry to launch the enhanced music experience".^[47]^[48]^[49]^[50] The Financial Times later reported that YouTube had reached an aggregate deal with Merlin Network—a trade group representing over 20,000 independent labels, for their inclusion in the service. However, YouTube itself has not confirmed the deal.^[9]

Following the unveiling of YouTube Red, it was stated that these same contractual requirements would now apply to all YouTube Partner Program members; partners who do not accept the new terms and revenue sharing agreements related to the YouTube Red service will have their videos blocked entirely in regions where YouTube Red is available.^[51] The YouTube channels of ESPN were a notable party affected by the change; a representative of ESPN's parent, The Walt Disney Company, stated that conflicts with third-party rights holders in regard to sports footage contained in ESPN's YouTube videos prevented them from being offered under the new terms. A limited number of older videos remain on ESPN's main channel.^[52]

Similarly, a large amount of content licensed by Japanese record labels became unavailable in regions where YouTube Red is available. It was believed that the ability to download videos for offline viewing in YouTube Red was a subject of hesitation for Japanese media companies due to the need to monitor when, where, and how content is being used in accordance with Japanese copyright laws, hence their content was blocked under the new requirements.^[53]^[54]^[55]

Geographic availability

As of March 2024, YouTube Premium is available in most of the Americas, Europe and Oceania, as well as parts of Africa and Asia, with a total availability in 119 markets.^[56] Following the Russian invasion of Ukraine, Google indefinitely suspended all of its all payment and subscription-based services in the country, including YouTube Premium.^[57]^[58]

History of expansion
As Music Key
Date	Countries/regions	Reference(s)
November 14, 2014	United States	^[13]
As YouTube Red
Date	Countries/regions	Reference(s)
October 21, 2015	United States	^[10]
May 18, 2016	Australia New Zealand	^[19]^[20]
December 6, 2016	South Korea	^[22]
As YouTube Premium
Date	Countries/regions	Reference(s)
May 22, 2018	Australia Mexico New Zealand South Korea (paid only) United States	^[59]
June 18, 2018	Austria Canada Finland Norway Germany Ireland Italy Norway Russia (suspended on March 10, 2022 until further notice) Spain Sweden United Kingdom	^[60]^[61]
August 29, 2018	Belgium Netherlands Denmark Luxembourg	^[62]
September 26, 2018	Brazil	^[63]
November 14, 2018	Chile Colombia Japan Peru Portugal Switzerland Ukraine	^[64]
March 13, 2019	Argentina Bolivia Costa Rica Dominican Republic Ecuador El Salvador Guatemala Honduras India Nicaragua Panama Paraguay South Africa Uruguay	^[65]
May 16, 2019	Bulgaria Cyprus Czech Republic Hungary North Macedonia Poland Romania	^[66]
July 17, 2019	Bosnia & Herzegovina Croatia Estonia Greece Iceland Latvia Liechtenstein Lithuania Malta Serbia Slovakia Slovenia Turkey	^[67]^[68]
September 11, 2019	Bahrain Israel Kuwait Lebanon Oman Qatar Saudi Arabia United Arab Emirates	^[69]^[70]
November 6, 2019	Hong Kong Indonesia Malaysia Philippines Singapore Taiwan Thailand	^[71]^[72]
March 10, 2020	Nigeria Turks and Caicos Islands Venezuela	^[73]
June 10, 2020	American Samoa Aruba Belarus Bermuda Cayman Islands Egypt French Guiana French Polynesia Guadeloupe Guam Northern Mariana Islands Papua New Guinea Puerto Rico U.S. Virgin Islands	^[74]^[75]
April 12, 2023	Vietnam	^[76]
August 2, 2023	Bangladesh Nepal Pakistan Sri Lanka	^[77]^[78]^[79]
December 5, 2023	Algeria Cambodia Georgia Ghana Iraq Jordan Kenya Laos Senegal Tunisia	^[80]^[81]^[82]^[83]
March 14, 2024	Azerbaijan Jamaica Kazakhstan Libya Morocco Réunion Tanzania Uganda Yemen Zimbabwe	^[84]^[85]^[86]

References

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External links

Official website

[ytblog2024-1] Smith, Adam (February 1, 2024). "Crossing 100 million YouTube Music and Premium subscribers, thanks to you". YouTube Official Blog. Retrieved February 4, 2024.

[Verge-2] Deahl, Dani (June 18, 2018). "YouTube Music and YouTube Premium officially launch in US, Canada, UK, and other countries". The Verge. Archived from the original on June 18, 2018. Retrieved June 18, 2018.

[3] "Paid memberships available locations – YouTube Help". support.google.com. Archived from the original on April 4, 2019. Retrieved July 17, 2019.

[4] "YouTube Premium and Music now available in 14 more countries". GSMArena.com. Archived from the original on October 3, 2020. Retrieved September 21, 2020.

[5] Smith, Adam (February 1, 2024). "Crossing 100 million YouTube Music and Premium subscribers, thanks to you". YouTube Official Blog. Archived from the original on May 25, 2024. Retrieved February 4, 2024.

[6] Statt, Nick (June 23, 2016). "YouTube Red buys its first big TV series". The Verge. Vox Media. Archived from the original on April 4, 2019. Retrieved March 26, 2017.

[7] Trew, James (November 12, 2014). "YouTube unveils Music Key subscription service, here's what you need to know". Engadget. AOL. Archived from the original on June 26, 2019. Retrieved March 26, 2017.

[The_Verge_Music_Key-8] Newton, Casey (November 12, 2014). "YouTube announces plans for a subscription music service". The Verge. Vox Media. Archived from the original on March 8, 2021. Retrieved March 26, 2017.

[Variety_Music_Key-9] Spangler, Todd (November 12, 2014). "YouTube Launches 'Music Key' Subscription Service with More Than 30 Million Songs". Variety. Penske Media Corporation. Archived from the original on March 7, 2021. Retrieved March 26, 2017.

[The_Verge_Red-10] ^ ^a ^b ^c ^d ^e ^f ^g ^h Popper, Ben (October 21, 2015). "Red Dawn: An inside look at YouTube's new ad-free subscription service". The Verge. Vox Media. Archived from the original on April 4, 2019. Retrieved March 26, 2017.

[11] "Introducing YouTube Premium". Official YouTube Blog. May 16, 2018. Archived from the original on April 29, 2019. Retrieved May 17, 2018.

[12] Savov, Vlad (May 17, 2018). "Google announces YouTube Music and YouTube Premium". The Verge. Archived from the original on November 9, 2020. Retrieved May 17, 2018.

[verge2014-13] Newton, Casey (November 12, 2014). "YouTube announces plans for a subscription music service". The Verge. Retrieved June 24, 2024.

[14] Mediati, Nick (November 15, 2014). "Google Play Music subscribers will get free access to YouTube Music Key". PC World. International Data Group. Archived from the original on March 27, 2017. Retrieved March 26, 2017.

[15] Helft, Miguel (January 20, 2010). "YouTube Takes a Small Step Into the Film Rental Market". The New York Times. Archived from the original on April 4, 2019. Retrieved March 26, 2017.

[16] Spangler, Todd (May 9, 2013). "YouTube's 30 Pay-Channel Partners Run from Kid Fare to Cage Matches". Variety. Penske Media Corporation. Archived from the original on November 29, 2021. Retrieved March 26, 2017.

[Variety_Red-17] Spangler, Todd (October 21, 2015). "YouTube Red Unveiled: Ad-Free Streaming Service Priced Same as Netflix". Variety. Penske Media Corporation. Archived from the original on April 1, 2022. Retrieved March 26, 2017.

[18] Shaul, Brandy (November 2, 2015). "PewDiePie on YouTube Red: 'Adblock Has Actual Consequences'". Adweek. Beringer Capital. Archived from the original on November 12, 2020. Retrieved March 26, 2017.

[SMH-19] Biggs, Tim (May 18, 2016). "YouTube Red launches in Australia, plus YouTube Music app. Here's what you get". The Sydney Morning Herald. Fairfax Media. Archived from the original on August 8, 2017. Retrieved March 26, 2017.

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v t e YouTube Premium films and documentaries
Documentaries	A Trip to Unicorn Island (2016) The Amazing Tour Is Not On Fire (2016) Bear Witness, Take Action (2020) The Boy Band Con: The Lou Pearlman Story (2019) Burn the Stage: The Movie (2018) Dear Class of 2020 (2020) Demi Lovato: Simply Complicated (2017) G-Funk (2017) Kedi (2016) The Price of Free (2018) State of Pride (2019)
Films	A Heist with Markiplier (2019) Alexander IRL (2017) Bodied (2017) Dance Camp (2016) King of the Dancehall (2016) Lazer Team (2016) Lazer Team 2 (2017) Museum (2018) The Thinning (2016) The Thinning: New World Order (2018) Viper Club (2018)

v t e Video on demand services
Digital library Streaming media Video on demand
Free or ad-supported	3ABN+ 7plus 9Now 10Play ABC iview Abema Amazon Freevee Amazon miniTV MX Player Angel Studios Arte Boutique BBC iPlayer Bilibili CBC Gem Channel 4 CONtv CSpace CTV Movies / Throwback CW Seed ERTFLIX Facebook Watch Fandango at Home France·tv Globoplay Free Haystack News Hoopla Ici TOU.TV ITVX iWantTFC Joyn Kanopy Lemino Libreflix Local Now meWATCH Mediaset Infinity MX Player My5 NASA+ Ora TV PBS PBS Kids PictureBox Films Plex Pluto TV Pop Player PPTV RaiPlay RTÉ Player RTP Play RCTI+ The Roku Channel RTVE Play Red Bull TV Revry SBS On Demand Shahid Shout! Factory TV Sling Freestream Snapchat Spuul STV Player SVT Play Stirr Telemundo TF1+ ThreeNow Toon Goggles tonton Tubi TVer Tvigle TVNZ+ tvyo S4C Clic U Vevo Viddsee Vidio Viki Virgin Media Play Vision+ ViX Voddler Xfinity Streampix XITE Xumo YouTube Kids YuppTV
Subscription -based	Abema Premium Acorn TV Aha Alchemiya Allblk ALTBalaji Amazon Prime Video AMC+ Ameba TV ANT1+ Apple TV+ APTN Lumi Atresplayer BBC Select Beacon Bentkey BET+ Binge BritBox Bongo BD Brown Sugar Canal+ Chorki Club illico C More Play Crave Criterion Channel Crunchyroll Curiosity Stream DailyWire+ Discovery+ Disney+ Hotstar Star d-anime Store DMM TV DocPlay Dropout Eros Now Fandor Floatplane Filmin Fox Nation Foxtel Now GagaOOLala Gaia Globoplay + live channels Telecine Great American Pure Flix Hayu Hidive History Vault Hulu Hulu Japan Icflix Iflix iQIYI Lemino Premium Max Infinity+ MGM+ Irokotv ITVX Premium iWantTFC Kocowa Mango TV Means TV meWATCH Prime Mola Motor Trend Mubi Nebula Neon Netflix Night Flight Plus Now OutTVGO Pantaya Paramount+ PBS Passport Peacock RTL+ Shahid VIP Showmax Shudder SkyShowtime Sling TV SonyLIV Spacetoon Go Stan Starz Struum STV Player+ SundanceNow Sun NXT TAPP TV Telasa The Roku Channel TIMvision Toku TV 2 Play TVING U-Next Paravi Upstream Viaplay VidAngel Videoland Vidio Premier Vision+ Premium Viu VVVVID ViX Premium Voyo Wondrium WeTV WOW Presents Plus XITE Yippee TV Youku YouTube Premium ZEE5
Rental or purchase	Amazon Prime Video DLsite Fandango at Home FandangoNOW Google Play Google TV Huawei Video iTunes Store Microsoft Movies & TV Nintendo eShop Rakuten TV Sky Store The Great Courses YouTube Movies & Shows
Sports	All Japan Pro Wrestling TV B/R Live beIN Sports Connect Big Japan Pro Wrestling Core DAZN Wrestle Universe Eleven Sports ESPN+ Eurosport Player Fanseat Fanatiz Triller TV NWA All Access FloSports FuboTV Honor Club IMPACT! +Plus Kayo Sports Laola1 MLB.tv MLS Season Pass NBA League Pass NBL TV New Japan Pro-Wrestling World NFL Game Pass Premier Football OneSoccer Sky Sport Now Sportsnet Now Stan Sport TSN Direct UFC Fight Pass WatchAFL WatchNRL WWE Network
TV Everywhere	ABC AMC Premiere Bally Sports app CBS Cinemax On Demand CNN TV app DisneyNow Foxtel Go Freeform FXNOW Canais Globo HBO Go HGTV NBC Redbox Free Live TV Sky Go Sky Q Spark Sport The CW TVB Anywhere Watch TBS Ziggo Go
Discontinued	123Movies AnimeLab Blim TV CNN+ Crackle DC Universe Disney Deluxe dittoTV Dplay DramaFever FOXNOW Funimation FX+ Global Wrestling Network go90 GolfTV HBO Now Hillsong Channel Now Hitchhike TV HOOQ Lightbox NBC Sports Gold Noggin On Demand PlayStation Video Popcornflix Presto Quibi Quickflix Redbox Redbox Instant Seeso Shomi Sky On Demand Sky Select Star+ Veoh Vessel Viewster Voot VRV VyRT Wakanim WatchESPN Yahoo! Screen
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