{"id":23340,"date":"2026-05-20T06:19:16","date_gmt":"2026-05-20T06:19:16","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23340"},"modified":"2026-05-20T06:19:17","modified_gmt":"2026-05-20T06:19:17","slug":"youtubes-svod-business-is-helping-fuel-the-platforms-domination-of-tv-too","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23340","title":{"rendered":"YouTube\u2019s SVOD business is helping fuel the platform\u2019s domination of TV, too"},"content":{"rendered":"<div id=\"article-body-content\">\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">It seems like YouTube\u2019s gargantuan ads business may never stop getting bigger. And its subscription video business is doing just fine, too: Subscription revenue makes up a third of YouTube\u2019s total revenue, CEO Neal Mohan said onstage at this month\u2019s MoffettNathanson Media, Internet, and Communications Conference in New York.<\/p>\n<ul>\n<li>The company has been investing significantly in YouTube TV and YouTube Premium with new content offerings and viewing features, which has paid off in subscriber growth, Mohan said.<\/li>\n<li>There are more than 125 million paid subscribers on YouTube Music and YouTube Premium as of 2025, he noted, a milestone the company announced a year ago.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">It\u2019s all a part of YouTube\u2019s moves to continue to own living-room viewing.<\/p>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">\u201cOne of the nice things [about being] at YouTube and being part of the Alphabet family is we can make long-term bets\u2026One of the longest bets that we made, and people thought we were crazy at the time, was investing in our subscriptions business,\u201d he said. \u201cWhen we were making those bets, people [were] like, \u2018Well, why would people pay? You already offer all of this for free.\u2019\u201d<\/p>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\"><strong>Pick and choose: <\/strong>YouTube has built out packages and features for consumers in an effort to make YouTube TV more attractive to consumer sets. That includes over 10 new content packages, or \u201cskinny bundles,\u201d which focus on different genres. Mohan expects the rollout to help increase the company\u2019s total addressable market.<\/p>\n<ul>\n<li>The Sports Plan, for example, costs $64.99 a month, while the Sports + News Plan costs $71.99 a month, and includes access to more than 30 sports-focused channels, including ESPN, FS1, and NBC Sports Network.<\/li>\n<li>YouTube is also offering more flexible pricing with packages, like its ad-supported YouTube Premium Lite, which costs $8.99 a month, or its ad-free Premium tier, which costs $15.99 a month.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">YouTube has also rolled out ways to watch over time, including a more customizable version of multiview, which allows users to consume up to four channels at once, Mohan said. YouTube also wants to expand its Primetime Channels offering, which allows consumers to watch content from streaming services including Paramount+ and Starz inside YouTube, to more countries, he said.<\/p>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\"><strong>The download:<\/strong> It\u2019s an effort to aggregate as much content, short- or long-form, on YouTube as possible for users to find in one place. As it expands its content offerings, the platform raised prices on YouTube Premium last month for the first time in three years, increasing the individual plan cost to $15.99\/month from $13.99\/month. Mohan justified the price hikes as a means to put content in front of users.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-9b30af34-1 xBGLJ inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__RoundedContainer-sc-bac6188c-0 jnRTsW\">\n<h5 class=\"inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">\u201cOne of the strengths of YouTube is that you get everything from your 15-second Shorts from your favorite creators to 15-hour livestreams to three-hour NFL games and everything in between,\u201d he said. \u201cThat is an intentional vision. A lot of our investment goes towards that. When we see pockets of content that are missing, we innovate.\u201d<\/p>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\"><strong>Reap what you saw:<\/strong> YouTube\u2019s TV investments seem to be paying off. Mohan said that YouTube added the most YouTube Premium non-trial subscribers globally and in the US in the product\u2019s history last quarter, Mohan said. The living-room screen, he added, has also become one of the \u201cfast-growing places\u201d where viewers are watching Shorts, the company\u2019s short-form answer to TikTok.<\/p>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">YouTube TV is also faring better than some vMVPD competitors. While YouTube does not break out subscriber numbers for YouTube TV, it surpassed 10 million subscribers last year, according to reporting from Deadline.<\/p>\n<ul>\n<li>Fubo and Hulu + Live TV, meanwhile, reported having 5.7 million paid subscribers in North America in the quarter that ended on March 31, while Sling TV reported having 1.79 million subscribers in the most recent quarter.<\/li>\n<li>Charter still reigns supreme in US pay TV, with 12 million residential video customers in Q1.<\/li>\n<\/ul>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">According to data provided by Antenna to Marketing Brew, YouTube TV skinny bundles saw nearly 72,000 sign-ups in March from subscribers who hadn\u2019t previously been subscribed to YouTube TV, while roughly 37,000 people who were already YouTube TV subscribers chose a skinny bundle that month. (Antenna counts a subscriber who chooses more than one skinny bundle as just one sign-up.)<\/p>\n<p class=\"dist__StyledText-sc-a55d003e-8 ggAaRe\">\u201cThat\u2019s what you should expect us to continue to invest in: the viewer and creator experience,\u201d Mohan said. \u201cIn my view, and I\u2019ve been in the ad business for a long time, the advertising opportunities really stem from that.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/youtubes-svod-business-platforms-tv?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It seems like YouTube\u2019s gargantuan ads business may never stop getting bigger. And its subscription video business is doing just fine, too: Subscription revenue makes up a third of YouTube\u2019s total revenue, CEO Neal Mohan said onstage at this month\u2019s MoffettNathanson Media, Internet, and Communications Conference in New York. The company has been investing significantly [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23340","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>YouTube\u2019s SVOD business is helping fuel the platform\u2019s domination of TV, too | Brandiary<\/title>\n<meta name=\"description\" content=\"It seems like YouTube\u2019s gargantuan ads business may never stop getting bigger. 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