Tech giants have been capitalizing on “always online” era and how can music be an exception. The music that has an ability to strike the unknown strings of the heart, transfer people to the unimaginable states, and help them in escaping from reality. With online music streaming services such as Spotify, Soundcloud, and Apple Music, music artists have also changed their ways to sell their music. The music industry has changed drastically since the inception of online streaming services. When some major take giants and startups have stepped into the online streaming industry, how can a California based tech giant Google hold themselves back? Google’s YouTube has begun to roll out music streaming service. It is already a fiercely competitive market in which service providers have been trying to attract listeners to their services through aesthetic designs of apps and website, various offers, and different ways to connect with their favorite musicians.
YouTube has stepped into the world of music streaming service with some rebranding and marketing strategies. It has rebranded YouTube Red and split into two options, YouTube Music and YouTube Premium. YouTube Music is available for free with ads or $9.99 per month. However, subscribers of Google Play Music will get it as a part of membership. On the other hand, YouTube Premium is more expensive. Subscribers need to pay $11.99 per month and they will get music along with original video content. The firm made the service available to specific users in the United States, Mexico, South Korea, Australia, and New Zealand on May 22. In next few weeks, the firm will make the service available for more 14 countries including the U.K. and Canada.
Elias Roman, a product manager for YouTube Music, outlined, YouTube’s “tremendous catalog of remixes, live performances, covers and music videos that you can’t find anywhere else–all simply organized and personalized”.
Despite being the leader in the video streaming service in the world with 1.3 billion users streaming videos every day, YouTube aims to take on Spotify. It has designed an app and desktop player to make it feel like an aesthetic music player. In addition, it offers an advantage by incorporating remixes, lives versions, and covers along with official songs. YouTube also outlined that its Google AI will provide a “lean back” experience by offering recommendations based on time of day, the location of a user, and listening habits. It will get an advantage over other players as they need to improve a lot on music recommendations. Spotify has a long way to go in this area. It utilizes special algorithms to offer spot-on music recommendations, including Discovery Weekly playlists. However, Apple’s recommendation feature is not there, but there will be improvements. The YouTube executive T Jay Fowler highlighted the redesigned service as a “deeply personalized experience”.
YouTube Music will try to attract customers with early access to new albums and music videos. Its competitors Spotify and Apple also offer similar service. Moreover, they offer family subscriptions at discounted rates. It is not clear whether YouTube will also offer the same offer. With fiercely competitive market and dominance of Spotify, it will take time for YouTube to attract subscribers. It will be interesting to see if it will become Spotify C