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YouTube Will ‘Frustrate’ Some Users With Ads So They Pay for Music


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YouTube will increase the number of ads that some users see between music videos, part of a strategy to convince more of its billion-plus viewers to pay for a forthcoming subscription music service from the Google-owned video site.

 

People who treat YouTube like a music service, those passively listening for long periods of time, will encounter more ads, according to Lyor Cohen, the company’s global head of music. “You’re not going to be happy after you are jamming ‘Stairway to Heaven’ and you get an ad right after that,” Cohen said in an interview at the South by Southwest music festival.
 
Cohen is trying to prove that YouTube is committed to making people pay for music and silence the “noise” about his company’s purported harm to the recording industry. The labels companies have long criticized YouTube for hosting videos that violate copyrights, and not paying artists and record companies enough.
 
YouTube will provide a necessary counterweight to the growing influence of Spotify Technology SA and Apple Inc., which own the leading online music services and generate significant revenue for the industry, Cohen said. YouTube generated an estimated $10 billion in revenue last year, almost all from advertising, and could make even more if it sells subscriptions.
 
 

Pay for Play

Paid online music services are the fastest growing segment in the U.S.

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YouTube has tried to sell its users paid music services in the past, with little to show for it. Most of those efforts predate Cohen, who joined YouTube in 2016 after about 30 years in the record business, including stints as a road manager for Run-DMC and a senior executive at Warner Music Group.

 

This time will be different, Cohen says. The new service, which is already being used by thousands of Google employees, will “frustrate and seduce” users of YouTube’s free service. It will include exclusive videos, playlists and other offerings that will appeal to die-hard music fans. YouTube has already been funding the production of videos, taking fans behind-the-scenes with artists like rapper G-Eazy and Cuban-American singer Camila Cabello.

Cultural Shift

The new approach marks a big cultural shift for YouTube and its parent. Google, a division of Alphabet Inc., has sustained the most popular video site and search engine in the world by prioritizing free, easy-to-use services.

 

“Our top priority at YouTube is to deliver a great user experience, and that includes ensuring users do not encounter excessive ad loads,” the company said. “For a specific subset of users who use YouTube like a paid music service today -- and would benefit most from additional features -- we may show more ads or promotional prompts to upsell to our paid service.”

 
Cohen said he prevailed upon his colleagues and bosses to make some changes to “be good partners” to the music industry. They will “smoke out” people who can afford to pay for a subscription and shepherd them to the new service.

 

“There’s a lot more people in our funnel that we can frustrate and seduce to become subscribers,” Cohen said. “Once we do that, trust me, all that noise will be gone and articles people write about that noise will be gone.”

 

The music industry is hoping YouTube will invest enough to compete with Spotify and Apple Music. Record companies used to criticize Spotify for giving away too much for free as well, but the Stockholm-based music service has converted almost half of its users into paying subscribers by limiting what’s available for free.

 

YouTube plans a significant marketing campaign to back the new paid service, Cohen said.

 

The growth of paid streaming services has revived music industry sales after more than a decade of decline. Advertising-supported services contributed less than 10 percent of recorded music revenue in the U.S. in the first half of 2017, according to an industry group.

“They will appreciate in time the advertising,” Cohen said. “Everyone is drunk on the growth of subscription.”

 

Bloomberg.com

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Google has been been experimenting a lot on their latest site version of YouTube — have had to readjust my blocking filters, today.

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Well , They can have their music site as I don't go near it 

especially for the crap quality as it is 

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4 minutes ago, 0bin said:

For Music, use Spotify,

 

Regards

 

Or plex! They now have multiple server search, meaning the few friends I share servers with, it searches all if i search for an album. It makes it like a mini Spotify  - in good quality B)

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I've actually never been able to see the appeal of YouTube's premium music service at all. What does it offer, exactly? Music videos? 

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I don't think I ever use YouTube for proper music anymore. Instead if I see a title I'd rather search Spotify/Soundcloud for the song and listen to it.

And also - I think this will be a good way to test ad-blocker efficiency.

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Every time I see things like that being created by big companies, social networks and the like... I giggle...
Want to motivate a hacker / developer / brain?! Create a "new problem" for them!!!
A foolishness is fuel for restless brains!!!
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OrbingStorm

Which is why I use system wide Adguard.They could increase adds all they want ,I will never see them.

Also Love Spotify as well:clap:Adguard blocks all the adds in that too.

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10 hours ago, dcs18 said:

Google has been been experimenting a lot on their latest site version of YouTube — have had to readjust my blocking filters, today.

Can you tell what's changed?

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They changed some modifiers — for instance, my search stopped functioning but would work fine if the page was reloaded/refreshed manually and then the advertisement on the upper-right corner (right next to the video player,) started appearing (albeit broken) on random videos.

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Thank's to uBlock, OGYouTube and New Pipe, I really don't see the point in Spotify -  Or indeed any other music service for that matter LOL.

 

 

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2 hours ago, 0bin said:

Would be nice if you can share your knowledge about OGYouTube and New Pipe with us friend, maybe in one tutorial about them?

 

:) 

OGYouTube and NewPipe allow downloads of YouTube files and turn off the device screen. ;)

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2 minutes ago, 0bin said:

How the download is managed, they fake location or how?

They just seem to allow downloads like any other download option from YouTube i.e. Internet Download Manager.

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7 minutes ago, 0bin said:

I can suggest to try arkTube, with Xposed YouTube AdAway, themed black with substratum

 

or YouTube Vanced, with arkTube :) 

 

I will research your tips, ;) appreciated from my side

Many thanks for the suggestions! NewPipe and OGYouTube also come with black and dark themes, which is nice. :)

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  • Administrator

You want people to use adblockers. Cause this is how you make more people use adblockers out there.

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I kind of see their point, I mean you're using up bandwidth that could be used for a video, but only for music

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On 01/04/2018 at 11:38 AM, saner827 said:

I will only pay if the music is good. Any method to block the ads?

Have you tried things like ublock origin, adblock plus..?

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20 hours ago, FaeGiN said:

Have you tried things like ublock origin, adblock plus..?

I have ublock. Some ads not block.

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7 hours ago, saner827 said:

I have ublock. Some ads not block.

Can you provide screenshots displaying the ads and links to site/page in question where you observe ads?

If possible upload your uBlock config file.

 

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