YouTube Premium hits record 150 million subscribers, but rebels are finding alternative ways to fight free tier’s “completely unbearable” ads
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- YouTube announced that it reached 150 million subscribers on Premium and YouTube Music
- The platform also generated $11.2 billion in advertising revenue.
- Users say free tier ads are getting worse, with some calling them “unbearable”
YouTube announced that it surpassed a whopping 150 million subscribers across its Premium and YouTube Music experiences, marking a huge milestone for the video platform and one of the best music streaming services.
Alphabet Inc CEO Sundar Pichai announced the figures in the platform’s third-quarter results release on Wednesday (Oct 28), which increased by 25 million from a total of 125 million subscribers in March 2025, although individual figures were not revealed for Premium and YouTube Music. Pichai also shared that YouTube’s advertising revenue increased to over $11.2 billion compared to $10.3 billion in 2025.
Speaking about the milestone, Google Chief Business Officer Philipp Schindler said: “With Premium and Premium Lite, viewers have options. As more people opt for premium experiences, it’s a win for viewers, creators and our business. Subscriptions help fund the creator ecosystem and drive the platform forward.”
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YouTube has amassed over 25 million subscribers between now and the last time it confirmed its total member count in March 2025. When you break that down, that’s about 1.25 million new subscribers signing up each month, and it’s only going to get higher.
Although it is not a traditional platform for on-demand film and television content, YouTube has become a serious competitor among the best streaming services. In 2017, the company launched YouTube TV and, according to a recent Nielsen report, surpassed Netflix in TV viewing popularity. In July 2026, 49% of television time was watched through streaming platforms, of which YouTube accounted for 14.2%, followed by Netflix at 7.8%.
There’s no denying that YouTube Premium is gaining popularity, but as the company puts more effort into improving its paid services, several users have said that its free version is becoming increasingly difficult to use due to the number of ads.
Earlier this year, I took a chance and signed up for a free trial of YouTube Premium, and oddly enough, the experience was much more enjoyable. Not only does it allow you to watch without ads, but you can also listen in the background and offline, as well as small but useful control tools and full access to YouTube Music. But once you go back to its free version, that’s when you really realize how out of control YouTube ads have become, and I’m not the only one who has noticed (see below).
Youtube ads have gotten out of control.
from r/youtube
In addition to YouTube’s “completely unbearable” ads, users have also pointed out the rise of AI-generated sponsored content that one Redditor says advertises “obvious scam products.” The combination of the two is the main catalyst for users to abandon YouTube as a platform entirely, and tech-savvy users are already opting for alternative ways to avoid ads.
One of the most popular ways YouTube viewers use ads is by downloading browsers like Brave, which Reddit users have praised. Browsers like this come with built-in ad blockers, so they can automatically skip ads when you’re streaming YouTube for free.
While YouTube gives you the option to personalize your advertising experience and block certain types of promotional content, some users claim that when they do this, YouTube only shows them these ads even more. One Reddit user used Old Spice as an example, saying “it’s like blocking them has the reverse effect.” Similarly, another user had an experience where they reported a potential scam ad, only to have YouTube email them with a counterargument.
I’m with many other users who continue to criticize YouTube for how expensive Premium has become (now $15.99 / £12.99 / AU$22.99 a month), especially when you take into account their existing streaming subscriptions, so many of us are simply putting up with their free service. Despite enjoying what Premium had to offer during my free trial, it doesn’t justify adding another subscription plan to my list – my bank account will be ruined.
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