November 2014 (as Music Key)|
October 31, 2015 (as YouTube Red)
|Headquarters||901 Cherry Avenue, San Bruno, California, U.S.|
YouTube Premium (formerly YouTube Red) is a paid streaming subscription service for YouTube in Australia, Austria, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Ireland, Italy, Luxembourg, Mexico, the Netherlands, New Zealand, Norway, Russia, South Korea, Spain, Sweden, the United Kingdom, and the United States. It provides advertising-free streaming of all videos hosted by YouTube, exclusive original content produced in collaboration with the site's major creators, as well as offline playback and background playback of videos on mobile devices.
The service was originally launched in November 2014 as Music Key, offering only ad-free streaming of music and music videos from participating labels on YouTube and Google Play Music. The service was then revised and relaunched as YouTube Red on October 31, 2015, expanding its scope to offer ad-free access to all YouTube videos, as opposed to just music. YouTube announced the rebranding of the service as YouTube Premium on May 17, 2018, alongside the return of a separate, YouTube Music subscription service.
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 former's own subscription service. 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. 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. Music Key was not YouTube's first foray into premium content, having launched film rentals in 2010, and premium, subscription-based channels in 2013.
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 ad-free. 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.
YouTube also sought to compete against sites such as Hulu and Netflix by offering original content as part of the subscription service, leveraging prominent YouTube personalities in combination with professional producers. Robert Kyncl acknowledged that while many of YouTube's prominent personalities had built their followings and created content while operating on a "shoestring budget", he admitted 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". Prominent YouTube personality PewDiePie, who was involved in one of the planned originals for the service, explained that the service was meant to mitigate profits lost due to the use of ad blocking.
YouTube Red was officially unveiled on October 21, 2015. 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.
On May 17, 2018 YouTube announced the upcoming rebranding of the service as YouTube Premium, which officially took effect on June 18. The rebranding came alongside the re-launch of YouTube Music, with a separate subscription service focused solely on music (that, as before, will be bundled with the larger YouTube Premium service, and also offered to Google Play Music subscribers). YouTube also announced that the price of the service would increase from US$9.99 (which will serve as the price point for the YouTube Music Premium service) to US$11.99 per-month for new subscribers. Alongside the rebranding, the services also expanded into Canada, and 11 European markets (including Austria, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom), with more expansion to come in the future.
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, YouTube Gaming, and YouTube Kids apps. Through the apps, users can also save videos to their device for offline viewing, play them in the background, and in picture-in-picture mode on Android Oreo. YouTube Premium also offers original content that is exclusive to subscribers, which is created and published by YouTube's largest creators. The service also offers ad-free music streaming through the YouTube Music Premium and Google Play Music services.
For multi-episode series, the first episode of a YouTube Premium original series is available free. In selected countries where the service is not yet available, individual episodes can also be purchased through YouTube or Google Play Movies & TV.
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". 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.
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. 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 rightsholders in regards 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.
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.
- Deahl, Dani (June 18, 2018). "YouTube Music and YouTube Premium officially launch in US, Canada, UK, and other countries". The Verge. Retrieved June 18, 2018.
- Gao, Richard (June 18, 2018). "YouTube Premium and Music launch today in 17 countries, including Canada and 11 European countries". Android Police. Retrieved June 18, 2018.
- "YouTube Red available locations". YouTube Help. Google. Retrieved March 26, 2017.
- Statt, Nick (June 23, 2016). "YouTube Red buys its first big TV series". The Verge. Vox Media. Retrieved March 26, 2017.
- Trew, James (November 12, 2014). "YouTube unveils Music Key subscription service, here's what you need to know". Engadget. AOL. Retrieved March 26, 2017.
- Newton, Casey (November 12, 2014). "YouTube announces plans for a subscription music service". The Verge. Vox Media. Retrieved March 26, 2017.
- Spangler, Todd (November 12, 2014). "YouTube Launches 'Music Key' Subscription Service with More Than 30 Million Songs". Variety. Penske Media Corporation. Retrieved March 26, 2017.
- Popper, Ben. "Red Dawn: An inside look at YouTube's new ad-free subscription service". The Verge. Vox Media. Retrieved March 26, 2017.
- "Introducing YouTube Premium". Official YouTube Blog. May 16, 2018. Retrieved May 17, 2018.
- Savov, Vlad (May 17, 2018). "Google announces YouTube Music and YouTube Premium". The Verge. Retrieved May 17, 2018.
- Mediati, Nick (November 15, 2014). "Google Play Music subscribers will get free access to YouTube Music Key". PC World. International Data Group. Retrieved March 26, 2017.
- Helft, Miguel (January 20, 2010). "YouTube Takes a Small Step Into the Film Rental Market". The New York Times. Retrieved March 26, 2017.
- Spangler, Todd (May 9, 2013). "YouTube's 30 Pay-Channel Partners Run from Kid Fare to Cage Matches". Variety. Penske Media Corporation. Retrieved March 26, 2017.
- Spangler, Todd (October 21, 2015). "YouTube Red Unveiled: Ad-Free Streaming Service Priced Same as Netflix". Variety. Penske Media Corporation. Retrieved March 26, 2017.
- Shaul, Brandy (November 2, 2015). "PewDiePie on YouTube Red: 'Adblock Has Actual Consequences'". Adweek. Beringer Capital. Retrieved March 26, 2017.
- 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. Retrieved March 26, 2017.
- Cooke, Henry (May 18, 2016). "'Premium' version of YouTube arrives in NZ". Stuff. Fairfax New Zealand. Retrieved March 26, 2017.
- Perez, Sarah (August 3, 2016). "YouTube Kids rolls out an ad-free option". TechCrunch. AOL. Retrieved March 26, 2017.
- Gao, Richard (August 17, 2017). "YouTube Red now available in Mexico, costs a lot less than it does in the US". Android Police. Illogical Robot. Retrieved August 23, 2018.
- "Google launches ad-free YouTube subscription service in Korea", Korea Herald.
- "New YouTube Music Premium costs $9.99 monthly, add $2 to get all Red perks". Ars Technica. Retrieved July 18, 2018.
- Gao, Richard (Jun 18, 2018). "YouTube Premium and Music launch today in 17 countries, including Canada and 11 European countries". Android Police. Retrieved June 26, 2018.
- "YouTube Music and YouTube Premium officially launch in US, Canada, UK, and other countries". The Verge. Retrieved June 19, 2018.
- "Bonjour. Hallo. Hej. The new YouTube Music is now available in Belgium, Netherlands, Luxembourg, and Denmark.", @youtubemusic, Twitter.
- "Eight Android Oreo Features You Need to Definitely Check Out". NDTV Gadgets360.com. Retrieved August 29, 2017.
- Constine, Josh (October 21, 2015). "YouTube Red, A $9.99 Site-Wide Ad-Free Subscription With Play Music, Launches Oct 28". TechCrunch. AOL. Retrieved March 26, 2017.
- "YouTube Red Originals available locations". YouTube Help. Google. Retrieved March 26, 2017.
- Popper, Ben (June 17, 2014). "YouTube will block videos from artists who don't sign up for its paid streaming service". The Verge. Vox Media. Retrieved March 26, 2017.
- Dredge, Stuart (May 22, 2014). "YouTube subscription music licensing strikes wrong notes with indie labels". The Guardian. Guardian Media Group. Retrieved March 26, 2017.
- Gibbs, Samuel (May 23, 2014). "Talks with indie labels stall over YouTube music subscription service". The Guardian. Guardian Media Group. Retrieved March 26, 2017.
- Dredge, Stuart; Rushe, Dominic (June 17, 2014). "YouTube to block indie labels who don't sign up to new music service". The Guardian. Guardian Media Group. Retrieved March 26, 2017.
- Constine, Josh (October 21, 2015). "YouTube Will Completely Remove Videos Of Creators Who Don't Sign Its Red Subscription Deal". TechCrunch. AOL. Retrieved March 26, 2017.
- Brandom, Russell (October 23, 2015). "ESPN is shutting down its YouTube channels over paid subscriptions". The Verge. Vox Media. Retrieved March 26, 2017.
- "CD-Loving Japan Resists Move to Online Music". The New York Times. September 16, 2014. Retrieved January 25, 2016.
- "YouTube blocks Japanese contributors' content for refusing to use its paid version". Networkworld. IDG. Retrieved January 25, 2016.
- "Japanese music and vocaloid content disappears as YouTube rolls out new paid service". RocketNews24. Retrieved January 25, 2016.