YouTube’s paid subscription services have reached a major milestone, with YouTube Music and YouTube Premium together crossing 150 million subscribers worldwide in the third quarter of 2026. The announcement comes despite recent subscription price increases in several markets, highlighting the growing demand for ad-free video streaming and premium music services.
Alphabet CEO Sundar Pichai announced the latest figures during the company’s third-quarter earnings update on October 28, 2026. The combined subscriber count includes users on free trials, meaning the number of paying subscribers is lower.
Subscriber Base Grows by 25 Million
YouTube’s combined Music and Premium subscriber base has increased from 125 million earlier this year to more than 150 million.
The latest figures suggest that the platform has continued attracting users even after increasing subscription prices. However, Alphabet has not disclosed how many subscribers use YouTube Music separately from YouTube Premium.
The company also does not provide a detailed breakdown of how many subscribers are paying customers and how many are using free trials.
YouTube Premium Prices Increase in the US
The subscriber milestone comes after YouTube raised prices for several of its subscription plans.
In the United States, the individual YouTube Premium plan increased from $13.99 to $15.99 per month, while the individual YouTube Music plan rose from $10.99 to $11.99.
Despite the higher prices, the combined subscriber base has continued to expand. YouTube has also been introducing additional benefits and lower-priced options to attract customers who may not want to pay for its full Premium service.
YouTube Premium offers ad-free video playback, background listening, offline downloads and access to YouTube Music.
Advertising Revenue Continues to Grow
Subscriptions are becoming an increasingly important part of YouTube’s business, alongside its advertising operations.
YouTube generated $11.21 billion in advertising revenue during the third quarter of 2026, representing a 9.2% increase compared with the same period last year.
However, advertising growth has slowed compared with earlier quarters. YouTube’s advertising revenue increased 13% in the second quarter and 11% in the first quarter of 2026.
Connected television viewing is also becoming a major contributor to the business, accounting for more than one-third of YouTube’s advertising revenue during the September quarter.
YouTube Expands Its Premium Offering
YouTube continues to introduce new features and subscription options to improve the value of its paid services.
The company has been expanding YouTube Premium Lite, a lower-priced subscription that offers fewer advertisements on most videos but does not include the full range of Premium benefits.
YouTube has also announced plans to expand its premium content offering, including a partnership that will bring Peacock Premium to eligible US subscribers next year.
The company is exploring additional benefits, including audiobooks, although a launch date has not been confirmed.
Subscriptions Become a Bigger Part of YouTube’s Business
The latest milestone demonstrates how YouTube is building a stronger subscription business alongside its advertising operations.
With more than 150 million combined subscribers, the platform is increasingly relying on recurring subscription revenue to support its creator ecosystem and expand its services.
The continued growth suggests that users are willing to pay for premium features, even as subscription prices increase. However, the long-term impact of higher prices on subscriber growth remains uncertain.
