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Red’s dead. Here’s YouTube Premium

YouTube Premium is sort of a rebrand of YouTube Red, but it comes at a time when the service is restructuring too. Australia and New Zealand are among five countries to get it first.

Now, it is two

The rise of YouTube Premium in promotions signals the end of the Red brand. At the same time as that happens, another new service is also coming out: YouTube Music.

So, how is this YouTube puzzle going to fit together?

Originals, music and no ads

YouTube Premium is going to have three main selling points:

–         Access to all YouTube Originals

–         Ad-free, background and offline access to standard YouTube media

–         Access to the new YouTube Music streaming service

YouTube Premium is being priced at US$11.99 per month.

Music is everything

YouTube Music is also being launched as a standalone subscription service. It’s being touted as ‘a new music streaming service made for music on top of the magic of YouTube’.

To get YouTube Music without the Originals and ad-free standard access, its marginally cheaper, at US$9.99.

An overlapping service—Google Play Music—has announced via Twitter that it’ll give its subscribers free access to both YouTube Premium and Music Premium.

Will the new stepped pricing plan and branded music streaming integration help Premium do better than Red?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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