YouTube rebrands Red to Premium, announces European launches

YouTube is rebranding its subscription service from YouTube Red to YouTube Premium and has confirmed plans to launch the service in Europe for the fist time.

YouTube Music

Announcing the move, YouTube said that it will soon launch Premium in Austria, Denmark, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, Switzerland, and the UK.

It also said it will roll it out in Canada with “more expansion throughout 2018 and beyond”.

“With YouTube Premium, you’ll get access to the full slate of YouTube Originals, including recent hits like the Karate Kid-inspired series, Cobra Kai, the dance drama, Step Up: High Water, and upcoming series like the sci-fi thriller, Impulse, and Liza Koshy’s Liza on Demand,” said YouTube in a blog post.

“More new Originals from around the globe are on the way – featuring comedies, dramas, reality series and action adventure shows from the UK, Germany, France, Mexico, and more.”

As well as original movies and series the new YouTube Premium service includes ad-free videos and download options across YouTube. It also gives users premium access to a new YouTube Music streaming service.

YouTube Music is due to launch on May 22 and will include a reimagined mobile app and new desktop player designed for music.

An ad-supported version of YouTube Music will be available widely, but YouTube Music Premium will give users background listening options, downloads and an ad-free experience for US$9.99 a month.

“YouTube Music is a new music streaming service made for music: official songs, albums, thousands of playlists and artist radio plus YouTube’s tremendous catalogue of remixes, live performances, covers and music videos that you can’t find anywhere else – all simply organised and personalised,” said YouTube in a separate announcement.

The news comes after YouTube CEO Susan Wojcicki said earlier this year that YouTube will make a “big push” in launching its subscription offering YouTube Red, as well as a revamped YouTube Music service, in new markets in 2018.

YouTube Premium will be available for US$11.99 per month (US price) – US$2 more than the current price of YouTube Red. However, existing YouTube Red customers will continue to get access for US$9.99 per month. YouTube Music Premium will be available on a standalone basis for US$9.99 per month (US price).

YouTube Red is currently available in the United States, Australia, New Zealand, Mexico, and South Korea.

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