YouTube...Premium? The Hidden Streaming Gem

Who uses YouTube Premium?

June 16, 2020

June 16, 2020

YouTube. YouTube Music. YouTube TV. YouTube...Premium? Google's YouTube streaming service appears to be trying to win at all angles. This week, we explored one of its lesser-known options, YouTube Premium. Who is using it, why are they using it, and is it something you should try for yourself?As always, skip to the bottom if you want to see some excellent TV streaming recommendations for this week, or industry-related news highlights.

Streamer's Spotlight: What's the Deal with YouTube Premium?

YouTube is the undisputed king of online video. But for most of it's 15+ year history, the service has focused on bite-sized, ad-supported, user-generated content. With the rise and growing popularity of services like Netflix and Hulu, YouTube decided to get in on the action.

YouTube Premium is the company's answer to more extended streaming. Formerly YouTube Red (and before that, YouTube Music), YouTube Premium does a bit of it all: music, original content, ad-free viewing. And

on how individuals are using the service shows that it may be far better than its lack-of-popularity would indicate.

What Does YouTube Premium Offer?

The rebranded YouTube Premium has been available since 2018. The service operates as a catch-all for a lot of what YouTube is currently offering. That includes advertisement-free access to YouTube's traditional streaming content, millions of songs to stream (also ad-free), and YouTube's original content, some of which is incredibly well-rated despite going mostly under the radar of the average TV viewer.

Most People Who Subscribe Stay Subscribed

Here's where things may get a little weird. We surveyed more than 1,200 YouTube Premium users to learn more about the service and how people are using it.

We found that 46.5% of people who signed up for a YouTube Premium trial stayed subscribed after the trial ended, which is a fairly good post-trial user retention rate. Our survey also found that 86.5% of those who said they had subscribed to the service in the past were still subscribed, with the average subscription length of 235 days.

Considering YouTube Premium is $11.99 per month, that it's able to retain so many users, many of whom are likely already subscribed to 2 or more other similarly-priced streaming services, is a testament to what the service appears to provide. Overall, it's a sign of customer satisfaction, at the least.

Why Are People Using YouTube Premium?

Our survey found that the primary reason people sign up for YouTube Premium is to get rid of YouTube's ads. A rather high 60.7% said they signed up so they can skip ads. A near equal number of subscribers claim to sign up for some of YouTube Premium's other unique features, like the ability to play videos and music with the app in the background (46.1%), and access to YouTube Premium's original content (44.6%).

Although YouTube Kids is a feature of the Premium service, only 14.2% of subscribers claimed to be drawn into the service for that option.

A Contender in Music and Original Content Streaming?

Among the most interesting findings from our survey is just how popular the music streaming feature is. Not only is this feature extremely well-liked, many of YouTube Premium's users rate the service higher than comparable music streaming options on the market.

  • 41.63% say it's much or a little better than Spotify

  • 46.94% say it's much or a little better than Apple Music

  • 59.69% say it's much or a little better than Soundcloud

  • 51.67% say it's much or a little better than Amazon Prime Music

Users don't tend to rate YouTube Premium's original content as better than comparable original content available on services like Netflix and Hulu. However, 32.63% of YouTube Premium users do find its original content to be better than what's available Netflix.

All that's left to wonder is why Google has ultimately failed in effectively advertising its streaming service, and what plans it has to increase the YouTube Premium market share in the future.

This Week's Streaming Guide

1. HBO Max Show 'Karma' Streaming Today

Think 'Survivor' but with 12-15 year olds. HBO Max is now live with its teen-focused survival show

Karma

available to watch now. -

2. Explore Modern Fatherhood on Apple TV+ Documentary 'Dads'

Modern fatherhood falls under the microscope on Apple TV+ with its documentary

Dads

, available to stream this FRIDAY. -

3. Netflix Turns 'The Floor Is Lava' Into a Game Show

The game you played with your kids (or as a kid) is now a TV game show. Watch

The Floor Is Lava

on Netflix this FRIDAY -

4. 'Cleopatra: Sex, Lies and Secrets'

The title says it all. Explore more about this historical woman of wonder this SUNDAY at 8 PM on the Science Channel. -

News and Industry Developments

1. Picking Winners and Losers as Streaming and Cord-Cutting Grow

The blood is in the water as analysts predict traditional cable and satellite TV providers will continue to suffer under cord-cutting and streaming options. -

2. Amazon Giving Netflix a Run for Its Money in India

India is a huge market for both Netflix and Amazon, but Amazon's strategies appear to be giving it a winning edge in the world's second-most populous country. -

3. Disney Now Has a Disney+ Fan Community...That's Invite-Only

The company launched a fan community for Disney+ super fans, though it's unclear what you need to do to get invited. -

4. Powerful Properties Mean Disney+ Could Surpass Netflix

While nothing is certain, Disney's command of extremely popular intellectual properties like Marvel and Star Wars could help drive it to the #1 streaming service spot. -

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