YouTube's monthly paid channel subscriptions basically makes premium cable obsolete

YouTube is rumoured to be planning to charge US$1.99 per month for specific channel subscriptions

How much would you pay for cat videos? A BILLION dollars? Probably not, but YouTube is betting that users are willing to pay for some premium original content that they currently enjoy for free.

YouTube may finally be getting set to unveil a long-rumoured monthly subscriptions for specific channels. According to a report in the Financial Times, YouTube will offer as many as 50 popular channels on a subscription basis for as little as US$1.99 per month.

YouTube currently gives viewers the chance to buy or rent individual TV shows or films, but the new service would reportedly allow channels to offer a monthly fee for a la carte access.

According to a January report from Ad Age, YouTube had already reached out to existing channels and outside partners to submit applications to create for monthly subscription channels. According to the report, YouTube is also toying with charging for content libraries or access to live events.

Not your parents content landscape

As A-list content creators have shown theirwillingness to migratefrom the big pay-cable channels, this type of move from a brand name like YouTube may make the traditional pay-cable system obsolete. There just isn't a need for the traditional cable provider/pay channel system any longer.

We've seen the likes of Amazon,Netflixand Yahoo try their hand at creating original content, while decidedly un-video mediums like Spotify and Twitter are said to be experimenting with becoming video content platforms. Content has become democratised and dinosaurs like HBO and Showtime may find it difficult to catch up without a radical reimagining.

The specific details of YouTube's deal may be unveiled as early as this week. And the move will likely complement rather than replace YouTube's current offerings.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

Against Net Promoter: A new way of interpreting the customer data deluge

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

How to better value your data

As digital marketing techniques matured over the last few years, the momentum to collect and utilise data has rapidly gathered pace.

Mark Cameron

CEO, Working Three

Love the post and topic! For those who are interested in exploring further use cases, and seeing the definition for small data we created...

Allen Bonde

Thinking big data for marketing? Get small data right first

Read more

Immersive technology will be the way of the future once technology allows you to immerse yourself into different situations such as games...

shane redmond

Microsoft's retail store a step forward in building immersive lifestyle experience, says brand expert

Read more

You have your wish Valentina! We caught up with the MCG to get an update on the trials and what the next steps are for the venue. http://...

nadiacameron

Melbourne Cricket Ground to give away pies during Beacon trial

Read more

You think people are annoyed with marketing messages now? Wait til they start getting them on their pill bottles. That's not "engagement...

Len Diamoond

Marketo CEO: Mass media is dead; embrace engagement marketing

Read more

I'd love to hear an update on how this trial went and any stats that are being released. Have looked around and doesn't appear to be anyt...

Valentina Borbone

Melbourne Cricket Ground to give away pies during Beacon trial

Read more

Sign in