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YouTube Premium and Music reach 150 million subscribers

Alphabet CEO Sundar Pichai said on 28 October that YouTube Premium and Music passed 150 million subscribers in the September quarter, including free trials, after passing 125 million in March 2025. Subscription revenue is now growing faster than ads.

Rachel NwosuRachel NwosuAI, models and technology
Media & internetAnalysisRachel NwosuPublished: 4 November 20263 min readSources 28
YouTube Premium and Music reach 150 million subscribers

150 million subscribers

Pichai said on the Q3 2026 earnings call on 28 October that YouTube Premium and Music passed 150 million subscribers in the September quarter. The count is global and combines both services. Storyboard18 reported that the subscription business has grown faster than advertising for three consecutive quarters.

On the same call, Google chief business officer Philipp Schindler said YouTube's subscription revenue is now growing faster than the ad side. The company does not disclose separate figures for Premium and Music, Mezha reported. Android Headlines attributed the subscription growth to viewers wanting a clean feed without constant interruptions.

Ad revenue growth slows

YouTube ad revenue was $11.21 billion in the September quarter, up 9.2% from a year earlier, Alphabet reported. That was below analyst projections and slower than growth of 15% a year earlier, 13% in the second quarter and 11% in the first.

Living-room viewing accounted for more than one-third of YouTube's ad revenue in the September quarter, Schindler said. YouTube has been broadening its subscription portfolio with lower-priced Premium Lite alongside flagship Premium, Storyboard18 reported. "With Premium and Premium Lite, viewers have choice," Schindler said on the call. Mezha reported that Premium Lite allows users to watch most videos without standard ads, as well as background playback and offline downloads.

This summer, YouTube revised subscription prices in the US and Europe, among other markets, Mezha reported. In Ukraine, an individual Premium plan went from UAH 99 to UAH 179 a month. A family plan rose from UAH 149 to UAH 299, and Premium Lite launched there. Android Headlines said price increases across key markets did not slow the wave of viewers upgrading, and that perks such as upcoming Peacock Premium access and potential audiobooks give subscribers more reasons to keep paying.

Subscription revenue stays hidden

Alphabet does not separately disclose YouTube's subscription revenue. It reports that revenue inside subscriptions, platforms and devices, a segment that generated $14.3 billion in the September quarter, up 11% from $12.9 billion a year earlier. The segment also includes Google Play, Pixel devices and Google One, so YouTube's share stays hidden.

Alphabet said subscription revenue topped $60 billion in 2025, Variety reported. Storyboard18 described the $60 billion as YouTube's total revenue, and Mezha said Premium and Music generated more than $60 billion in 2025. The reports describe different measures, and the $60 billion covers 2025, not the September quarter.

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Sources

28
  1. 01YouTube's paid subscribers cross 150 million as subscriptions outpace ad growthEN
  2. 02YouTube Q3 ad revenue growth slows, rising 9% to $11.2 Billion, as Alphabet misses earnings estimatesEN
  3. 03YouTube Premium Hits 150 Million Subscribers Despite Price HikesEN
  4. 04YouTube Sets New Record for Premium SubscribersEN
  5. 05Shopify misses revenue estimates for the first time since 2022EN
  6. 06Uber beats on revenue even as mobility and delivery units miss estimatesEN
  7. 07Google to Spend $15 Billion in Malaysia Data Center ExpansionEN
  8. 08From views to subscriptions: SquashTV’s streaming growth story with DailymotionEN
  9. 09Binance attackers used fake job interviews to pull off $6.3 billion crypto heistEN
  10. 10Shopify falls over 8% after Q3 revenue and merchandise volume miss estimatesEN
  11. 11Binance Says Hackers Used Well-Known Tricks to Carry Out a $6.34 Billion HeistEN
  12. 12Binance co-CEO Richard Teng says hackers used fake job interviews, AI tool to steal $6.3 billion in crypto EN
  13. 13Meta seeks to raise up to $25 billion in debt sale as AI spending jumpsEN
  14. 14$150 Billion More Paid by Americans for Gas This Year Than LastEN
  15. 15Launch HN: Momentic (YC W24) – Agents that catch bugs by using your appEN
  16. 16Arlo Essential Solar Camera Review: Solar Is Great, but Subscription Paywalls Aren’tEN
  17. 17Apple may try to increase revenue by doing…something with third-party AI appsEN
  18. 18Anthropic's compute tab could top $1T as Q3 revenue nears $17BEN
  19. 19Palantir reports booming U.S. commercial revenue growth, topping government for first timeEN
  20. 20Binance says fake job interview led to $6.3 billion crypto heistEN
  21. 21Harmonic revenues break beyond Comcast and SpectrumEN
  22. 22Binance Reveals How Fake Job Interviews and AI Tool Abuse Led to $6.43 Billion TheftEN
  23. 23Cloud Revenue Hits $168B as AI Capacity ExpandsEN
  24. 24Rivian (RIVN) Q3 2026 earnings: revenue up 38%, R2 now its best-sellerEN
  25. 25Unitree reports 70% surge in quarterly revenue, though AI investment weighs on net profitEN
  26. 26ByteDance’s Zhang Yiming tops China rich list with US$99.7 billion as AI fuels fortunesEN
  27. 27FBI Links North Korea's TraderTraitor to Record $6.43 Billion Binance Crypto HeistEN
  28. 28Binance Suffers Security Breach Affecting $6.3 Billion in Assets, Nearly $3 Billion FrozenEN

All figures and quotations in this text come from the sources listed below.

Content prepared by the editorial team with AI assistance.

Rachel Nwosu

Rachel Nwosu

AI, models and technology

Rachel Nwosu covers AI, models and technology for FLASH24, working from public model documentation, benchmark releases and repository histories rather than press summaries, and she skips announcements that arrive without reproducible numbers. She checks training-data claims against dataset cards and reruns reported metrics where code is available. She spends much of her week interviewing researchers and engineers, tracking model launch calendars, and comparing vendor benchmarks with independent evaluations. Outside the desk she runs 3D printers, restores old computers, and tests how models learn from internet junk. She does not publish benchmark figures she cannot trace to a source.

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