YouTube's paid Music and Premium services now have more than 100 million subscribers
Once you go ad-free, it's hard to go back.
YouTube has hit a new milestone with its Music and Premium offerings. The paid services have more than 100 million users between them as of January, including those who were on a free trial. That's an increase of 20 million members in just over a year, and the figure has doubled since September 2021. YouTube has successfully grown the figures despite a $2 per month increase for Premium that came into force last summer.
It's unclear how many people are actually using YouTube Music (Premium includes access to that service). However you slice it, the music streaming service has significantly fewer paid users than Spotify, which had 220 million Premium members as of September 30. Spotify will reveal its latest membership numbers in an earnings report next week. Apple no longer breaks out its number of Apple Music subscribers. The last firm number the company gave for the service was 60 million subscribers back in 2019.
Regardless, the comparison between YouTube's paid service and Apple Music and Spotify Premium is hardly like-for-like. YouTube Premium is its own thing with its own benefits. It can be tough to go back to the lousier ad-strewn free version of the service after having Premium. The option to download videos for offline viewing without having to resort to workarounds and background playback feature are both very useful. YouTube Music is just an extra perk on top of that for many members.
