YouTube crosses 150 million subscriber line as ad sales hit $11.2 billion

Alphabet CEO Sundar Pichai revealed on Wednesday that YouTube Premium and YouTube Music have combined for more than 150 million subscribers. The announcement came alongside the company's third-quarter earnings report, marking a notable increase from the 125 million total reported last year, a figure that included trial periods. YouTube did not provide a breakdown of how many users subscribe to each specific service.

Advertising revenue remained a central pillar of the platform's financial performance. YouTube ad sales reached $11.2 billion in the quarter, a rise from $10.3 billion during the same period in the prior year. The figure was comparable to the revenue generated in the second quarter of the year.

During the earnings call, Google chief business officer Philipp Schindler described the platform's scale by noting that over 20 million videos are uploaded daily. He framed the business strategy around a "flywheel" involving creators, viewers, and advertisers. Schindler stated the company aims to reduce friction for each of these groups to maintain momentum.

On the creator side, Schindler highlighted new generative AI tools integrated into YouTube Studio. He also pointed to a conversational editing assistant available in Shorts and YouTube Create. For viewers, the platform launched short series through Made on YouTube, allowing creators to group shorts into seasons and episodes. Schindler explained that this sequential playback structure helps viewers discover new content and continue watching.

Monetization strategies extend beyond general advertising. Schindler noted that living room viewing accounted for more than one third of total YouTube ad revenue in the third quarter. He added that small and medium advertisers are increasingly using demand gen tools to drive direct response campaigns. The company continues to focus on delivering value across the entire advertising funnel.

Regarding the subscription model, Schindler emphasized the choice offered between Premium and Premium Light tiers. "As more people opt into premium experiences, it's a win for viewers, creators, and our business," he said. He added that these subscriptions help fund the creator ecosystem and support the platform's growth.