YouTube has announced on Monday that its YouTube Music and Premium services have collectively surpassed 100 million subscribers worldwide, including those on trial.
This landmark achievement highlights the platform’s sustained appeal and its dedication to providing a comprehensive entertainment experience to audiences worldwide, with a particular emphasis on the vibrant and diverse user base in Nigeria.
Adam Smith, Vice President of Product Management at YouTube, commented on the achievement, saying, “In 2015, we launched a new subscription service, YouTube Music, alongside a brand new app. This was in response to a clear demand for a YouTube experience that offered more to our users and the creator and artist community. The service was aimed at music lovers and YouTube enthusiasts who sought more flexibility in their usage of YouTube, including uninterrupted viewing, background play, downloads, and access to the world’s largest music catalog. Since then, despite several changes and expansions, our focus has remained on delivering a top-notch experience to our global YouTube community.”
Smith further detailed enhancements made in the past year to improve the Premium playback experience, including seamless viewing across various devices, the introduction of an enhanced 1080p HD version, and the trial of new generative AI features exclusive to Premium users. For music enthusiasts, YouTube has introduced the Samples tab for quick music discovery, a customizable radio experience, and added podcasts to YouTube Music.
The platform’s success, according to Smith, is largely due to the exceptional content from creators and artists. YouTube Premium not only sustains a thriving creator and artist community but also offers them an additional revenue stream through subscriptions.
Addy Awofisayo, Head of Music for Africa at YouTube, highlighted the platform’s significant impact in Nigeria. “YouTube Music and Premium have found a deep resonance in Nigeria, providing a global stage for local music and content creators. Our platform has been instrumental in granting unprecedented access to a world of music and content, significantly contributing to the growth of the Nigerian music industry by offering artists valuable exposure and revenue opportunities. This milestone is a celebration of our global success and the unique contributions of Nigerian creators and artists to our diverse community.”
