YouTube celebrates milestone with over 100M paid subscribers

By Joseph Ekeng
YouTube, the popular video streaming platform owned by Google, has reached a significant milestone, surpassing 100 million paid subscribers across its YouTube Music and YouTube Premium services. This achievement marks a notable increase from the reported 80 million paid users in November 2022, signifying a growth of over 20 million subscriptions in the past year.
The journey towards this milestone began in 2015 when Google introduced YouTube Music, offering users a subscription service for ad-free viewing and access to a vast music catalog. Over time, the platform evolved, with the 2018 rebranding of the Red subscription to YouTube Premium, providing users with additional features such as background play and downloads.
Adam Smith, Vice President of Product Management at YouTube, expressed delight and humility in announcing the milestone, emphasizing the platform’s commitment to providing a seamless experience for users and creators alike. He highlighted the evolution of YouTube Music and Premium, detailing the expansions, pivots, and enhancements that have contributed to their global success.
In the past year, YouTube has focused on enhancing the Premium playback experience, introducing features like seamless cross-device playback and improved video quality up to 1080p HD. Additionally, the platform has experimented with generative AI features and expanded its offerings to include podcasts on YouTube Music, catering to the diverse interests of its subscribers.
During Google’s Q4 2023 earnings call, CEO Sundar Pichai revealed that the company’s subscription business, which includes YouTube’s paid plans, now generates over $15 billion annually. YouTube itself remains a substantial contributor to Google’s revenue, generating $9.2 billion in the fourth quarter of 2023, a notable increase from the previous year.
The milestone of surpassing 100 million paid subscribers reflects YouTube’s continued growth and influence in the digital streaming landscape. With a focus on Innovation and user experience, the platform remains committed to providing a diverse range of content and services to its global audience.


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