YouTube has launched its premium video and music offering locally, YouTube Red, making Australia only the second market to get the services after the US.
From today, people in Australia can pay $11.99 a month to remove ads from the video service, as well as having the ability to download videos and play them offline. However, to push the service YouTube is promoting the offering for $9.99 for those who sign up by 6 June.
Also launching is YouTube Music, a music discovery offering, which will work in conjunction with Google's other music service Google Play. YouTube music subscribers will automatically get a premium subscription to Google Play. The music component of the app will bring together the large official music catalogue that it housed on the service, as well as remixes, alternate recordings, covers and tributes.
The app is designed to play video along with the music, however this feature can be switched off to save on data if the user prefers.
The move was first revealed by Google last year, with research done by ZenithOptimedia indicating at the time that there was an Aussie appetite for such services.
ZO crunched the numbers and found that 50% of people aged between 18-54 found the offering very or somewhat appealing. When YouTube Red came up against Netflix, 39% of the poll's participants said they would subscribe to Netflix, 20% said they would subscribe to YouTube Red, and a further 11% said they would subscribe to both with the remainder not interested in either.
Luisa Howard, head of insight for ZenithOptimedia, previously told AdNews the reality is Australians are demanding a new way of consuming content and new types of brand relationships.
“It’s impossible to predict the level of success YouTube Red will enjoy, however early indicators show that Australians find the YouTube Red proposition relevant," she said.
"As Australians become more engaged in video, driven by better content, more content choice and less interruption, we see a more engaged consumer emerging – making content integration, curation and creation a more exciting opportunity than ever for brands.
“Netflix is enabling this desire on television, and now YouTube Red will enable it for online video.”
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