YouTube Music, Premium Subscribers Hit 100 million

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By Modupe Gbadeyanka

Subscribers of YouTube Music and Premium have surpassed 100 million worldwide, a statement from the video-viewing platform has revealed.

Recall that in 2015, YouTube introduced a new subscription service alongside a brand new app, YouTube Music, for music lovers and fans of the platform.

It was targeted at those who wanted more choice in how they spent time on YouTube, allowing them to enjoy the platform without interruptions, background play and downloads, and a full music service with the world’s largest catalogue

The subscription service and the application have been embraced by YouTubers in more than 100 countries across the world, underscoring the platform’s enduring appeal and the comprehensive entertainment experience it offers to a global audience, including the vibrant and diverse user base in Nigeria.

“In 2015, we believed that there was an appetite for a YouTube experience that benefited not only our users but the creator and artist community as well, and we announced a new subscription service alongside a brand new app, YouTube Music.

“This offering was designed for music lovers and YouTube fans who wanted more choice in how they spent time on YouTube, allowing them to enjoy YouTube without interruptions, background play and downloads, and a full music service with the world’s largest catalogue.

“Along the way, we learned a lot, made a few pivots (and even rebranded), expanded our offerings and plans, and made YouTube Music and Premium available in over 100 countries and regions.

“And through it all, we’ve remained focused on delivering a best-in-class experience to our global YouTube community,” the Vice President of Product Management at YouTube, Mr Adam Smith, said.

Sharing insights into the platform’s impact in Nigeria, the Head of Music for Africa at YouTube, Ms Addy Awofisayo, said, “The success of YouTube Music and Premium extends deeply into Nigeria, where music and content creators have found a global stage for their talent.”

“Our platform has not only facilitated unparalleled access to a world of music and content but has also played a pivotal role in the growth of the Nigerian music industry by providing artists with valuable exposure and revenue streams.

“This milestone celebrates not just our global achievements but the individual stories of creators and artists in Nigeria who contribute to our rich and diverse community,” Ms Awofisayo added.

Since its introduction, premium users of YouTube have been able to watch content in an enhanced version of 1080p HD. The platform has also experimented with new generative AI features that Premium users were among the first to try.

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