Google seems to have an affinity for constantly rebranding its products, and today is the latest example of that. Soon, YouTube Red will be replaced by the more costly $11.99/month YouTube Premium service – the good news is that Premium members will get all the benefits of YouTube's new Music service thrown in too. And if you're an existing Red subscriber, or sign up quickly before Premium launches, you can lock in the existing $9.99 monthly rate and still get all the benefits of Premium and Music.
YouTube Music is Google's attempt at taking on streaming services like Apple Music and Spotify directly. Launching May 22nd, YouTube Music will have both a free tier and a paid, $9.99/month option. The main focus here is the paid plan though, as it will be the only way to enable background listening – a pretty important feature for music. Paid subscribers will also benefit from downloads and ad-free listening.
YouTube Music will launch with a new mobile app and desktop player, and use Google's intelligence to power advanced search capabilities and an aggregation of different song versions you may not find elsewhere. In a confusing move, Google Play Music will continue to exist as a separate service from YouTube Music, but if you're a subscriber to the former, you get the latter service at no extra cost.
As someone who uses YouTube regularly, but not enough to justify a Red subscription, the new Premium plan definitely seems like a more attractive all-around product, despite the price hike: you get a full-fledged music streaming service, YouTube Originals, and a better viewing experience on the largest video source in the world thanks to downloads, no ads, and background playback, all for $11.99. Spotify and Apple Music subscribers may be content with their chosen services for now, but if YouTube Music truly does become a legitimate contender in the streaming market, it will be hard to resist the allure of YouTube Premium for all the extra perks it offers.
At launch, YouTube Music and Premium will be available in the United States, Australia, New Zealand, and Mexico, and they'll arrive shortly thereafter in Austria, Canada, Denmark, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, Switzerland, and the United Kingdom.