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

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

How global brands can connect on a local level

The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.

Dan Ratner

managing director, Uberbrand

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

For both businesses and marketers alike who want a digital marketing platform that supports data visualization, integrated analytics and ...


Adobe to bolster analytics capabilities of Marketing Cloud with Digital Analytix acquisition

Read more

Good Content is a crucial part in Marketing ROI. No doubt metrics like sharing & engagement, consumption, & lead generation &...


3 Metrics to measure B2B content marketing ROI - B2B marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in