YouTube will try to "frustrate" users so they subscribe to its upcoming music-streaming service (UPDATE)

YouTube will try to
Music-streaming services have revolutionized the way we listen to music. Spotify, Google Play Music, and Apple Music, all make listening to our favorite tracks easier and more accessible than it's ever been. It is only a matter of time before one of the last services to offer free music – YouTube – joins the fray, by offering a paid subscription itself. The video platform is expected to launch its own music-streaming subscription-based service in late March and once it's out, YouTube plans to frustrate you with ads in an effort to convert you into being a paid subscriber. Nice.

Every now and then, you'll encounter an ad or two while watching a video on YouTube. It seems like the company plans to increase the ads in music videos to prevent you from listening to music freely, or at least that's what Lyor Cohen, Global Head of Music at YouTube, said at the annual South vs. Southwest festival in Austin, TX.

"People who treat YouTube like a music service, those passively listening for long periods of time, will encounter more ads [...] You're not going to be happy after you are jamming 'Stairway to Heaven' and you get an ad right after that," Cohen said. "There are a lot more people in our funnel that we can frustrate and seduce to become subscribers, [...] Once we do that, trust me, all that noise will be gone and articles people write about that noise will be gone" he added.

Mr. Cohen's words may not have been the best move in marketing the new music-streaming service YouTube will launch. It's one thing to subtly "force" your customers into the new service, but it's a whole different story if you say it out loud.

As far as YouTube's upcoming music service goes, it is expected to have contracts with every major music production company possible, including Sony Music Entertainment, Universal Music, Warner Music Group and a group of independent labels, called Merlin. The service is internally named "Remix" and is tested by some YouTube employees, but is yet to receive an official release date.

It will be interesting to see how Google will manage two music-streaming services, as it already has its Google Play Music, which is also subscription-based. Could the upcoming YouTube-based music service offer something different from its Play counterpart? We doubt Google would launch something twice under a different name, so only time will tell what's in preparation.

UPDATE: We've received an e-mail including a statement from a YouTube spokesperson on the matter:

source: MacRumors



1. Cat97

Posts: 1933; Member since: Mar 02, 2017

Translate: Google will blackmail users to pay for their seemingly "free" services.

2. RebelwithoutaClue unregistered

But YouTube was never intended as a music listening service. If people abuse it for that purpose (and remember Google has to pay big bucks to show those music videos), it's in their good right to get some of that money back. This will only happen on certain content like music. Regular uploaded videos won't be filled to the brim with ads to frustrate users.

4. Finalflash

Posts: 4063; Member since: Jul 23, 2013

Doesn't matter, they keep taking more and more pages out of Apples play book and that is just a terrible sign for consumers.

13. kiko007

Posts: 7506; Member since: Feb 17, 2016

Do you have any example of Apple pulling something like this? Their services have always come at cost from the get go... they've never tried to make you subscribe to anything they own so blatantly.

23. Finalflash

Posts: 4063; Member since: Jul 23, 2013

Lol, they default to their own apps in iOS which is basically the same thing. They annoy you into using their apps and it has worked wonderfully for them.

26. kiko007

Posts: 7506; Member since: Feb 17, 2016

Umm... no they don't? Not only can most of them be "deleted", they're incredibly unobtrusive to normal workflow. And by your own logic... hasn't Google been doing that with Google Play Services from the very beginning of Android? Wouldn't that mean your "they're becoming Apple lite" narrative was invalid anyway? (P.S. You also didn't really provide an example I asked for either.)

34. domfonusr

Posts: 1087; Member since: Jan 17, 2014

Apple is becoming more like Google, and Google is becoming more like Apple. Its going both ways these days. Eventually they will meet in the middle somewhere, and one of them will become the highly-paid premium offering for the elite (almost certainly Apple and iPhone - well, it kind of already IS that way), and the other will become the cheap ad-supported (with tracking cookies and GPS data for sale to mega-corporations) solution for the hungry masses (almost certainly Google and Android - and once again, it already is that way to a certain extent). That said, chances are most people won't be needing any more than what Google will offer, and only a few privileged folk will have the means to afford the rare and ultra-refined iPhones of the future. All the money will be with Apple's iPhones, which need only be incrementally better than the Android devices of the day. People will never have been so willing to pay so much more for so little excess - even just for the perception of excess alone... and people who are able to let go of status symbols and just keep living will be just fine with their low-cost Android devices, anyway. The masses will either be grateful to have the new technologies that trickle down from Apple to Google, and for affordable prices, or they will be bitter about Apple and its status-symbol-iPhones and the people who seemingly own so much more than they (the masses) do. I prefer gratitude over bitterness, personally. So, yes, Google is becoming "Apple lite", for sure... and Apple is becoming "Google lite", too...

39. Vokilam

Posts: 1278; Member since: Mar 15, 2018

not siding with anyone, but who exactly annoys you into using their apps? they sell their devices with certain design to OS that does not allow you to change default apps. either it's to keep users locked in or to deliver certain experience. BUT how does apple ANNOY you into using their apps for everyone's sake and sanity, please stop buying iphones or iOS devices - the experience annoys you. anyone who's "annoyed" by feeling forced to use ios apps as defaults - STOP BUYING iPHONES! it's a choice - and it seems many like default Apple Apps otherwise it's stupid to buy an iPhone if you dont. i prefer to set my defaults, like you, that's why my iPhone is only used for movie making and games. the productivity stuff is on android and PC..

6. JohnR

Posts: 158; Member since: Sep 08, 2017

Except they already are. Interrupting a video right in the middle with an add to try and annoy you into their Red service.

14. RebelwithoutaClue unregistered

There is a difference between an ad right in the middle or every other minute (or so). I watch quite a few YT videos a day and I haven't found the ads that frustrating yet.

17. bucky

Posts: 3790; Member since: Sep 30, 2009

you havent found any annoyances with being forced to watch a 15-30 second (which somehow loads perfectly in HD) for a 1-3 minutes video? You are definitely their target audience.

19. RebelwithoutaClue unregistered

In 1-3 minute videos, I rarely see them. Only in longer ones (10-15 mins) I usually see one which can be skipped after 2-3 sec.

40. Vokilam

Posts: 1278; Member since: Mar 15, 2018

lol. i enjoy movies (or youtube) on ipad, not on android (its too small) and i must be using it wrong, but i dont see ads on youtube. as far as i'm concerned google is doing great with youtube!

25. Dr.Phil

Posts: 2451; Member since: Feb 14, 2011

I don’t remember Google having to “pay big bucks for music videos”. Unless you’re talking about ad money that Google gets for hosting those videos and then pays the contributor a percentage of.

30. RebelwithoutaClue unregistered

2016 they paid 1 billion dollars to the music industry, I call that big bucks. No matter who uploaded those music videos.

36. Dr.Phil

Posts: 2451; Member since: Feb 14, 2011

Again, that amount was paid for by ads. It was not out of YouTube's own pockets. I even looked it up, the $1 billion you are claiming is from ad-revenue. YouTube gets a cut of that money as well.

37. RebelwithoutaClue unregistered

I am not denying they pay this with ad money, I am only mentioning the big bucks. But YouTube wasn't meant to be used as a music streaming service, hence the frustrating with more ads if you listen to music videos. To push people towards a service that is meant for music streaming.

5. Linn_Drum

Posts: 79; Member since: Mar 21, 2018


33. Nine1Sickness

Posts: 896; Member since: Jan 30, 2011

It’s all free service. You just have to sell your digital soul to the Google devil.

3. kingjaymz3

Posts: 4; Member since: Dec 19, 2010

"We doubt Google would launch something twice under a different name"...... That's funny

7. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

Not cool Google. They seem to be money-grabbing b*stards all of a sudden.

8. Tziggy14

Posts: 624; Member since: Sep 02, 2014

That's too bad. Because now Lyor just convinced me to NEVER subscribe to Youtube's music service just off this comment he made. At least Spotify has better moral judgement and interest of its users rather than just generating profit unlike YouTube and Apple.

11. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

Yeah...his comment won't do them any favours at all. Such an obnoxious comment to make.

9. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

Not cool Google. They seem to money-grabbing b*stards all of a sudden.

10. antmiu2

Posts: 550; Member since: Jun 19, 2011

Google Play Music, Youtube Red and Remix should be all offered under a single premium service.

12. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

Definitely, but no doubt the likes of India (and similar countries) will get it for free! :) ;) :D

15. tallmatt81

Posts: 71; Member since: Dec 22, 2016

Who jams out to Stairway to Heaven?

21. Linn_Drum

Posts: 79; Member since: Mar 21, 2018

People with wack taste in music .

16. bucky

Posts: 3790; Member since: Sep 30, 2009

youtube is already frustrating users with the incredible amount of ads.

18. libra89

Posts: 2297; Member since: Apr 15, 2016

Interesting comment. I do hope they would not be obnoxious when you are listening to just one song and not a playlist.

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