August 4, 2022
YouTube paid subscriptions push

YouTube Chief Says Company will “Frustrate” Users to Increase Paid Subscriptions with More Ads

A nefarious YouTube paid subscriptions push will soon “frustrate and seduce” its millions of users into signing up for premium services…

YouTube indisputably dominates the video hosting world. Home to millions and millions of publisher, brand, creator, and amateur videos, it’s also one of the most popular destinations for music. (To the chagrin of artists and labels who would greatly prefer some or more revenue sharing.) It’s also a cash-cow for parent company Google, serving pre-roll ads before practically any video. The platform even serves mid-roll ads, to boot.

YouTube Paid Subscriptions Push to Grow Paid Services Revealed

Music lovers might notice recently there are more ads interrupting their playlists. This isn’t just a mere inconvenience. It’s a deliberate plot to push more people into signing-up for paid subscriptions:

“Our top priority at YouTube is to deliver a great user experience, and that includes ensuring users do not encounter excessive ad loads. For a specific subset of users who use YouTube like a paid music service today — and would benefit most from additional features — we may show more ads or promotional prompts to upsell to our paid service.”

That’s all well-and-good. But, when worded differently, it sounds downright nefarious:

“There’s a lot more people in our funnel that we can frustrate and seduce to become subscribers,” Cohen said. “Once we do that, trust me, all that noise will be gone and articles people write about that noise will be gone.”

That’s how Google’s new head of music, Lyor Cohen, described the marketing push to Bloomberg. Regardless, it’s a win-win scenario for YouTube. If it results in more subscriptions, that increases revenue. Conversely, if not, it still brings-in more paid advertising.

YouTube will launch its semi-combined YouTube Red and Google Play Music service sometime this year.