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Report: 14% of YouTube Views Come From OTT Devices

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What’s next for the video giant? Separating YouTube Red into YouTube Music and YouTube Premium.

By now its common knowledge that YouTube is the world’s largest video platform. This was recently reinforced in an announcement made earlier this month by company’s CEO, Susan Wojcicki, who revealed the platform has officially reached a monthly user base of more than 1.8 billion people.

Moreover, Pixability’s 2018 State of Digital Video report, created in partnership with Nielsen, referred to the platform as a “sleeping giant’ in the over-the-top (OTT) space. Per Media Post, this statement stemmed from one of the report’s key findings: YouTube generates 14 percent of its views through some OTT device. These include connected TVs such as Roku, Apple TV, Google’s Chromecast, and a variety of off-the-shelf “smart TVs.”

As CNET points out, the vast majority of these views are people listening to music, a trend that is consistently reinforced by the number of views music videos in particular generate.

To continue its dominance and capitalize on the movement, the company is looking to split its YouTube Red service into two separate offerings according to The Verge: a YouTube Music streaming service, available either for free with ads or for $10 per month without ads, and YouTube Premium targeted to original video content, at a price tag of $12 per month.

As the above chart depicts, YouTube Premium, what will become the “new” YouTube Red, will provide users access to everything YouTube Music Premium members receive in addition to the library of YouTube Originals such as Cobra Kai, Step Up: High Water and Youth & Consequences. Videos can be watched void of ads, played in the background while you do other things, or downloaded for offline viewing. The Verge also reveals that Google promises an expansion of Originals offerings with “more, bigger original series and movies” spanning comedies, dramas, reality series, and action adventure shows from countries including the UK, Germany, France, and Mexico.

For those who already have YouTube Red subscriptions, you’ll continue to pay $10 per month per an official YouTube blog post. The same holds for those subscribed to Google Play. “Google Play Music subscribers in the U.S., Australia, South Korea, New Zealand and Mexico will continue to get the features they already enjoy at the same price they pay today,” the company explains. In addition, those who already have a Google Play Music subscription will automatically get YouTube Music as part of that membership.

With the new YouTube Music, users can expect “official songs, albums, thousands of playlists and artist radio plus YouTube’s tremendous catalog of remixes, live performances, covers, and music videos that you can’t find anywhere else, all simply organized and personalized.” Specifically, the company describes that the home screen will dynamically generate suggestions for you based on your location, listening history, and what you’re doing at that time. For example, if you’re at the airport you may get something aimed to assuage your pre-flight jitters. If you’re at the gym, you’ll get something to boost your energy so you’re ready to take on your workout.

As far as rollouts are concerned, the company reports the YouTube Music app will launch in U.S., Australia, New Zealand, Mexico and South Korea on May 22 with 14 other countries to follow in the coming weeks including the UK, Denmark, Germany, and Canada.

For updated information on when YouTube Music is coming to your country, you can visit music.youtube.com/coming-soon.

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