YouTube

Premium

Growing memberships through clarity.

YouTube Premium is a subscription service that offers ad-free viewing, background play, and downloads for offline viewing on YouTube. It also includes access to YouTube Music Premium, which allows you to listen to music ad-free and offline. YouTube's Premium and Music services have more than 80 million paying subscribers combined.

Challenges

Despite the ever growing number of subscriptions; Premium members (and potential members) had limited awareness and understanding of the features available to them. Research showed that the top reason for churn was the feeling that ad-free videos alone was not worth the cost of the service.

“Other than ad-free videos, I don’t know what I’m paying for ...”

”What’s YouTube Music?”

”It’s is not worth the price…”

”What else do I get?”

”It’s is not worth the price…” ”What else do I get?”

Insights

If members are unaware and confused about Premium, then maybe we simply need to be more clear and understandable.

Solutions

Focus on Premium brand clarity within YouTube to increase awareness. Make benefits more clearly identifiable, understandable and easily actionable for our members and potential members.