OZ one Of Only 5 Countries, To Get New $9.99 YouTube Music + Video Streaming Service
Australia is one only five regions where YouTube is launching a new music streaming service that delivers both videos and audio tracks.
Consumers who pay $9.99 a month will get access to “official songs, albums, thousands of playlists and artist radio plus YouTube’s tremendous catalogue of remixes, live performances, covers and music videos that you can’t find anywhere else”. executives at YouTube said.
To get traction in Australia, the video arm of Alphabet the owners of Google, is launching its largest marketing effort ever, a bid to win new, paying consumers and generate revenue beyond digital advertising. That promotional push is also driven by a need to revive a YouTube brand that’s been tarnished by a series of public controversies over inappropriate videos.
The new service will be officially next Wedneday in Australia via a major advertising blitz.
YouTube Music product manager Elias Roman said: “The days of jumping back and forth between multiple music apps and YouTube are over. Whether you want to listen, watch or discover, it’s all here.”
He promised that the new app would offer personalised playlists based on users’ streaming history, much like Spotify’s Discover Weekly.
The new YouTube Music will eventually replace Google Play Music, which is the company’s current streaming offering.
Existing Google Play Music customers will get a YouTube Music package thrown into their subscription for free, while Roman reassured users that their playlists, purchases and uploads would remain intact once Google Play was phased out.
The BBC said that the new service is evidence of a rapprochement between Google and the music industry, after new licensing deals were negotiated last year.
Although more than one billion people stream music on YouTube every month, the Google-owned company lags its competitors when it comes to paid-for subscriptions.
Spotify currently has 75 million subscribers, while Apple Music has 42 million, with a further eight million taking advantage of its free three-month trial.
The five territories where YouTube Music will launch are the US, Australia, Mexico, South Korea and New Zealand.
Not by coincidence, these are the countries where YouTube Red – a subscription service offering original programmes and videos – already exists.
That service will soon be re-branded YouTube Premium, which will include access to all YouTube Originals as well as YouTube Music for $11.99 a month. The price paid by current YouTube Red subscribers won’t change.