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ic key the service was first unveiled in november 2014 as music key serving as a collaboration between youtube and google play music and meant to succeed the latter s own all access service 8 music key offered ad free playback of music videos from participating labels hosted on youtube as well as background and offline playback of music videos on mobile devices from within the youtube app the service also included access to google play music all access which provides ad free audio streaming of a library of music 13 alongside music key google also introduced tighter integration between play music and youtube s apps including the sharing of music recommendations and access to youtube s music videos from within the play music app 8 9 music key was not youtube s first foray into premium content having launched film rentals in 2010 14 and premium subscription based channels in 2013 15 during its invite only beta music key faced mixed reception due to the limited scope of the offering youtube s chief business officer robert kyncl explained that his daughter was confused over why videos of songs from frozen were not music in the scope of the service and thus not advertisement free 10 these concerns and others led to a revamping of the music key concept to create youtube red youtube red youtube red s logo between 2017 and 2018 youtube red was officially unveiled on october 21 2015 10 unlike music key youtube red was designed to provide ad free streaming to all videos rather than just music content this shift required youtube to seek permission from its content creators and rights holders to allow their content to be part of the ad free service under the new contract terms partners would receive a share of the total revenue from youtube red subscriptions as determined by how much their content is viewed by subscribers 10 youtube also sought to compete against sites such as netflix amazon prime video and hulu by offering original content youtube originals as part of the subscription service leveraging prominent youtube personalities in combination with professional producers robert kyncl acknowledged that many of youtube s prominent personalities had built their followings and created content while operating on a shoestring budget but he maintained that in order to scale up it takes a different kind of enterprise a different kind of skill set such as story telling and showrunning 10 16 prominent youtube personality pewdiepie who was involved in one of the planned originals for the service 16 explained that the service was meant to mitigate profit loss from the use of ad blocking 17 on may 18 2016 youtube red and youtube music launched in australia and new zealand the first countries to gain access to the service outside the united states 18 19 on august 3 2016 youtube red support was added to the youtube kids app 20 on december 6 2016 youtube red expanded to south korea 21 as youtube premium on june 18 2018 youtube rebranded the service as youtube premium the price of the service also changed from us 9 99 to us 11 99 per month for new subscribers the existing pricing as well as bundling of youtube premium with google play music was grandfathered in some countries for those who subscribed prior to the rebranding alongside the rebranding the service also expanded into canada and 11 european countries austria finland france germany ireland italy norway russia spain sweden and the united kingdom 22 2 the rebranding came alongside the re launch of youtube music as a music streaming service which reintroduced a music oriented subscription option youtube music premium slotted below youtube premium at a us 9 99 pricing competing primarily with apple music and spotify 22 the rebranding also came amid internal concerns that the previous youtube red name could be confused with internet pornography website redtube 23 by july 2019 youtube premium and youtube music premium were available in approximately 60 countries and territories with a subscription price difference 24 25 on april 20 2020 support was added for unified payments interface for subscribers in india 26 in august 2021 youtube began piloting a second subscription tier youtube premium lite in european markets such as belgium denmark finland luxembourg norway and sweden at a price point of 6 99 it contained only the ad free viewing benefit 27 youtube discontinued the premium lite plan in october 2023 28 in september 2022 youtube tested paywalling 4k resolution streaming of any youtube video behind youtube premium amid criticism this pilot ended in mid october 2022 29 in april 2023 youtube began to pilot a variant of this concept under which some videos offer an enhanced bitrate 1080p option 30 as of july 2023 in the united states the price of individual accounts on the service was increased to 13 99 per month 18 99 if purchased via apple app store 31 in july 2026 nbcuniversal announced that its competing service peacock would be integrated into youtube premium for u s subscribers at no additional charge beginning in 2027 including its original and library content and live sporting events from nbc sports including most prominently its rights to the olympic games nfl nba and major league baseball among others as part of the pact nbcu also renewed the carriage agreement for its networks with youtube tv and youtube will subcontract nbc sports to produce selected sports broadcasts by the platform the agreement comes ahead of plans by parent company comcast to divest nbcuniversal as a separate company 32 features a youtube premium subscription allows users to watch videos on youtube without advertisements across the website and its mobile apps including the dedicated youtube music and youtube kids apps and services through the apps users can also save videos to their device for offline viewing play their audio in the background and in picture in picture mode on android oreo and newer 33 8 9 youtube premium also offers original content that is exclusive to subscribers which is created and published by youtube s largest creators 34 content main article list of youtube premium original programming youtube premium offers original films and series produced in collaboration with professional studios and youtube personalities 10 under the banner youtube originals for multi episode series the first episode of a youtube originals series is available free 10 in selected countries where the service is not yet available individual episodes can also be purchased through youtube or google tv 35 access to youtube originals is also included in youtube s separate streaming television service youtube tv but a youtube premium subscription is still required for the service s other benefits 36 in november 2018 it was reported that youtube was planning to offer some of its premium shows available for free on an ad supported basis by 2020 the premium subscription would still cover ad free access timed exclusivity windows for original content and content that is not made freely available 37 38 youtube significantly scaled back its youtube originals program in january 2022 39 reception reception to youtube premium has been mixed amongst consumers and journalists alike david nield of wired argues that the premium service is worth it for consumers saying that in addition to including a music streaming service the lack of ads the ability to download videos and being able to play videos in the background are useful features in addition nield praised youtube premium s inclusion of features under development citing the ability to pinch to zoom in videos as a standout example 40 ashley maready of the motley fool concurred with nield in her review while additionally noting that the benefits also extended out to youtube kids 41 adamya sharma of android authority argued that the service is only worth it for avid youtube viewers and that a youtube premium subscription would not be worth it if the user did not use all of its features additionally sharma strongly criticized the manner in which youtube nagged its viewers to subscribe to premium and claimed that its attempts have driven users to competitor tiktok 42 in february 2024 youtube premium passed 100 million subscribers 43 licensing terms for channels in may 2014 prior to the official unveiling of the music key service the independent music trade organization worldwide independent network alleged that youtube was using non negotiable contracts with independent labels that were undervalued in comparison to other streaming services and stated that youtube threatened to block a label s videos from public access if they did not agree to the new terms in a statement to the financial times in june 2014 robert kyncl confirmed that these measures were to ensure that all content on the platform is governed by its new contractual terms stating that 90 of labels had reached deals he went on to say that while we wish that we had a 100 success rate we understand that is not likely an achievable goal and therefore it is our responsibility to our users and the industry to launch the enhanced music experience 44 45 46 47 the financial times later reported that youtube had reached an aggregate deal with merlin network a trade group representing over 20 000 independent labels for their inclusion in the service however youtube itself has not confirmed the deal 9 following the unveiling of youtube red it was stated that these same contractual requirements would now apply to all youtube partner program members partners who do not accept the new terms and revenue sharing agreements related to the youtube red service will have their videos blocked entirely in regions where youtube red is available 48 the youtube channels of espn were a notable party affected by the change a representative of espn s parent the walt disney company stated that conflicts with third party rights holders in regard to sports footage contained in espn s youtube videos prevented them from being offered under the new terms a limited number of older videos remain on espn s main channel 49 similarly a large amount of content licensed by japanese record labels became unavailable in regions where youtube red is available it was believed that the ability to download videos for offline viewing in youtube red was a subject of hesitation for japanese media companies due to the need to monitor when where and how content is being used in accordance with japanese copyright laws hence their content was blocked under the new requirements 50 51 52 geographic availability as of march 2024 youtube premium is available in most of the americas europe and oceania as well as parts of africa and asia with a total availability in 119 markets 53 following the russian invasion of ukraine google indefinitely suspended all of its all payment and subscription based services in the country including youtube premium 54 55 countries where youtube premium is available as of march 2024 update history of expansion as music key date countries regions ref november 14 2014 united states 8 as youtube red date countries regions ref october 21 2015 united states 10 may 18 2016 australia new zealand 18 19 december 6 2016 south korea 21 as youtube premium date countries regions ref may 22 2018 australia a mexico b new zealand south korea c d united states e 56 2 june 18 2018 austria canada f finland france g germany h ireland italy norway russia i spain sweden united kingdom 57 58 august 29 2018 belgium netherlands denmark luxembourg 59 september 26 2018 brazil j 60 november 14 2018 chile colombia japan k peru portugal switzerland ukraine 61 march 13 2019 argentina l bolivia costa rica dominican republic ecuador el salvador guatemala honduras india m n nicaragua panama paraguay south africa uruguay 62 may 16 2019 bulgaria cyprus czech republic hungary north macedonia poland romania 63 july 17 2019 bosnia herzegovina croatia estonia greece iceland o latvia liechtenstein lithuania malta serbia slovakia slovenia p turkey q 64 65 september 11 2019 bahrain israel kuwait lebanon oman qatar saudi arabia united arab emirates 66 67 november 6 2019 hong kong r indonesia malaysia philippines singapore taiwan s thailand t 68 69 march 10 2020 nigeria turks and caicos islands venezuela u 70 june 10 2020 american samoa aruba belarus v bermuda cayman islands egypt french guiana french polynesia guadeloupe guam northern mariana islands papua new guinea puerto rico u s virgin islands 4 71 april 12 2023 vietnam 72 august 2 2023 bangladesh w nepal x pakistan sri lanka 73 74 75 december 5 2023 algeria cambodia y georgia ghana iraq jordan kenya laos z senegal tunisia 76 77 78 79 march 14 2024 azerbaijan jamaica kazakhstan libya morocco réunion tanzania uganda yemen zimbabwe 80 81 82 see also subscription video on demand list of streaming media services notes two person plan available annual plans available paid memberships only family and student plans unavailable annual plans available annual plans available two person plan available annual plans available suspended on march 10 2022 until further notice annual plans available annual plans available two person plan available annual plans available two person plan available family and student plans unavailable family and student plans unavailable annual plans available two person plan available two person plan available annual plans available family and student plans unavailable family and student plans unavailable two person plan available two person plan available two person plan available two person plan available references 1 2 cohen lyor march 5 2025 20 years 125 million subscribers later youtube official blog retrieved march 6 2025 1 2 3 deahl dani june 18 2018 youtube music and youtube premium officially launch in us canada uk and other countries the verge archived from the original on june 18 2018 retrieved june 18 2018 paid memberships available locations youtube help support google com archived from the original on april 4 2019 retrieved july 17 2019 1 2 michail youtube premium and music now available in 14 more countries gsmarena com archived from the original on october 3 2020 retrieved september 21 2020 smith adam february 1 2024 crossing 100 million youtube music and premium subscribers thanks to you youtube official blog archived from the original on may 25 2024 retrieved february 4 2024 statt nick june 23 2016 youtube red buys its first big tv series the verge vox media archived from the original on april 4 2019 retrieved march 26 2017 trew james november 12 2014 youtube unveils music key subscription service here s what you need to know engadget aol archived from the original on june 26 2019 retrieved march 26 2017 1 2 3 4 5 newton casey november 12 2014 youtube announces plans for a subscription music service the verge vox media archived from the original on march 8 2021 retrieved march 26 2017 1 2 3 4 spangler todd november 12 2014 youtube launches music key subscription service with more than 30 millio...