It did not take lengthy for YouTube to say one other milestone for its music providers, though its important is not fairly so clear. The Google-owned model mentioned it had racked up a mixed 50 million YouTube Premium and Music subscribers roughly a yr and a half after reaching the 20 million mark. It’s additionally the “fastest growing” music subscription service, based on YouTube’s music chief Lyor Cohen.
Certain markets have been stronger than others. Cohen touted “impressive growth” in Brazil, India, Japan, Russia and South Korea. He did not present numbers for these nations or the US.
That determine nonetheless makes YouTube smaller than Spotify, which claimed 165 million Premium subscribers as of June 2021. Apple hasn’t divulged its Music subscriber numbers since June 2019, when it had 60 million, whereas Amazon final touted 55 million Music prospects (solely a few of them paying for Unlimited) in January 2020. Still, these figures in isolation would recommend YouTube is rapidly changing into a significant drive in music streaming.
There are considerations concerning the claims, although. YouTube did not point out what number of have been Music or Premium subscribers, or how they used it. While you get YouTube Music with a Premium subscription, that does not imply you are utilizing Premium for music — you would possibly simply wish to do away with advertisements and obtain movies. YouTube’s tally additionally contains folks utilizing free trials, so the variety of paying prospects is probably going decrease. Samsung affords two to 4 months of free YouTube Premium entry with new telephones, as an example, however lots of these customers will drop Premium after the trial is over.
The knowledge nonetheless hints competitors within the music streaming world is heating up, with comparatively small outfits like YouTube and Amazon Music posing extra of a menace to incumbents like Spotify and Apple. However, it might take a protracted whereas earlier than YouTube is giant sufficient to make the heavyweights nervous.
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