YouTube seems to be on the hunt for revenue: advertisements are increasing, they even appear when videos are paused and the prices of Premium subscriptions are being raised upwards. What’s happening around the platform acquired by Google?
YouTube is looking for money. If you are not a subscriber and often visit the platform as simple users of the free service you will certainly have understood this given that it is impossible to see even a single video without the pop-up appearing with which Big Tech headed by Google (Mountain View acquired in 2006 for 1.6 billion dollars) proposes subscription. Subscription that goes by the name of YouTube Premium and which is about to present a sharp increase in costs to all subscribers.
DOES YOUR YOUTUBE PREMIUM SUBSCRIPTION INCREASE?
“Thank you for being a YouTube Premium member. We hope you and up to 5 members of your family are enjoying your YouTube Premium benefits, including ad-free and downloadable videos, background playback, and uninterrupted access to over 100 million songs with the YouTube Music app. To continue offering great service and features, we are increasing your price to €25.99 per month.”
This is the email that several subscribers to the Alphabet service have received in the last few hours. This is the email that formalizes the rumors about a possible increase. An important increase considering that the subscription goes from 17.99 euros per month to 25.99 euros. The single user subscription is less penalized, going from 11.99 euros to 13.99 euros.
WHY IS YOUTUBE PREMIUM INCREASING THE SUBSCRIPTION?
“We don’t take these decisions lightly – we read in the letter that Google is forwarding to all subscribers -, but this update will allow us to continue to improve Premium and support the creators and artists you watch on YouTube. You will see the change reflected on your billing date of November 12, 2024. While we hope you continue to be a member, you can cancel your membership at any time.”
ADVERTISING EVERYWHERE, ANYTIME
Nor does it escape the notice that, while YouTube is cashing in on subscriptions, the number of advertisements within videos aimed at all non-subscribers is drastically increasing.
In recent times, the platform has even been experimenting with particular commercials that air during paused videos and which are therefore added to those that interrupt the normal use of content at regular (and increasingly frequent) intervals.
EVEN IN PAUSE
This is yet another intervention by the platform on the subject which had already made the advertisements longer and not skippable by the user. Paused adverts “Will allow viewers to get to know a brand better. It’s a beneficial update for the entire YouTube ecosystem and one of the elements of the modern CTV ads experience,” a Google spokesperson said.
Philip Schindler Google, the executive who leads sales for Google and YouTube, said on an Alphabet earnings call that the company has “seen strong traction” with the pilot introduction of paused ads in 2023 on TVs connected to internet for video streaming. “Initial results show that paused ads are generating a strong increase in brand recognition and are achieving premium pricing from advertisers,” Schindler said.
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