YouTube surpasses 100 million Music and Premium subscribers

The company’s global head of music Lyor Cohen says this growth of 20 million members in just over a year showcases the robust performance of YouTube’s dual revenue streams, fuelled by advertising and subscriptions.

“In 2015, many doubted a subscription model could thrive on YouTube,” a statement reads. “They said the market was crowded and our platform was too different. Today — 100 million subscribers later — our distinctiveness is precisely what drives our success and why I still see so much room for growth.”

YouTube Premium, accessible in more than 100 countries, offers subscribers ad-free access, background playback and offline downloads for both YouTube and YouTube Music. Exclusive afterparties enable direct artist engagement. Premium members enjoy early access to advanced features, including a conversational AI tool for viewer interaction without disrupting playback. This tool allows queries or requests for related content. Premium members were early adopters of a generative AI feature organising and summarising large comment sections, facilitating easier catch-up on video conversations.

YouTube Music, previously known as Music Key and YouTube Red and offering users a personalised interface designed specifically for music streaming, has undergone a significant transformation since its inception, seamlessly integrating music streaming with long-form and short-form videos. The app innovates with features like ‘Samples’ for lightning-fast music discovery, ‘Radio Builder’ for crafting personalised radio stations, generative AI playlist covers, and integrated comments that keep users connected across the entire ecosystem.

“The music industry is at a critical juncture,” Cohen said. “Together, we can harness technological innovation to drive unprecedented value for artists and fans, building on our momentum that contributed $6 billion to the music industry in 12 months.

“From leveraging AI to enhance creative imagination, to seamlessly bridging short-form and long-form content for maximum artist exposure, we can forge a sustainable future together where the music industry thrives.”

Meanwhile, In December, YouTube announced the arrival of YouTube Premium and YouTube Music in Ghana, Kenya and Senegal. The company’s head of music for sub-Saharan Africa, Addy Awofisayo, noted that “users in each of these countries will now have access to the YouTube Music app as well as the YouTube Premium experience, which will give viewers access to an uninterrupted viewing.”

She added that her outfit had also transformed the entirety of the music content into a personalised auditory experience tailored to meet individual music needs and preferences.