Google Passes 50M Users; Cites Fan Experiences With Artists as 'Win-Win'

YouTube surpassed 50 million music and Premium subscribers, including trialers, after nearly six years since it started, blogged the Google streaming service Thursday. Lyor Cohen, YouTube’s global head of music, said music and Premium subscriptions are “key pillars” of YouTube’s monetization, referencing an August blog post outlining premium offerings creators can use to monetize their work. The streaming service paid out $4 billion to the music industry in the past 12 months, he said. Differentiators for YouTube Music include artist engagement, said Cohen, noting Lil Nas X fans were able to watch the premiere of his Industry Baby music video with Jack Harlow. They could also learn the song's lyrics, hear artists talk about its meaning, create a YouTube short with the track and listen to the rapper's back catalog and story. Touting benefits for premium members, Cohen said Tim McGraw hosted a virtual after-party for Premium subscribers following release of a music video.