If you like YouTube for music and video, prepare for more commercials. A lot more.
There’s now an official plan, one announced by YouTube head of music, Lyor Cohen, to “frustrate and seduce” people into becoming paid YouTube subscribers. This is what be told Bloomberg:
People who treat YouTube like a music service, those passively listening for long periods of time, will encounter more ads, according to Lyor Cohen, the company’s global head of music. “You’re not going to be happy after you are jamming ‘Stairway to Heaven’ and you get an ad right after that,” Cohen said in an interview at the South by Southwest music festival.
YouTube has tried to sell its users paid music services in the past, with little to show for it. Most of those efforts predate Cohen, who joined YouTube in 2016 after about 30 years in the record business, including stints as a road manager for Run-DMC and a senior executive at Warner Music Group.
This time will be different, Cohen says. The new service, which is already being used by thousands of Google employees, will “frustrate and seduce” users of YouTube’s free service. It will include exclusive videos, playlists and other offerings that will appeal to die-hard music fans. YouTube has already been funding the production of videos, taking fans behind-the-scenes with artists like rapper G-Eazy and Cuban-American singer Camila Cabello.
We should note that the top-grossing app in the US is the iOS app. Every year around the world, YouTube makes at least $200 million from ads that appear in videos.
Bottom line is that if you notice something different on YouTube, you now know why. More coverage here.