For A$11.99 per month, users can access all videos without advertising interruptions, as well as having the ability to download videos and play them offline, or in the background as they multitask online on their mobile devices. Red subscribers also get access to YouTube's original video series, including content from Rooster Teeth and PewdiePie.
In addition, the dedicated app YouTube Music is simultaneously launching in Australia, to bring into focus the extensive music catalogue present on the online video platform. A ‘home’ screen will provide a personal music station based on user preference and personalised genre stations. A ‘today’ screen houses a curated selection of popular content, and themed spotlight lists, while a third tab takes users to music videos that have been ‘liked’ during a user’s browsing history.
Research conducted by ZenithOptimedia when YouTube Red was first announced in 2015 found that 50% of Australians aged between 18-54 found the offering appealing. When YouTube Red was compared to Netflix, 39% of the poll's participants said they would subscribe to Netflix, 20% said they would subscribe to YouTube Red, and a further 11% said they would subscribe to both. The remainder were not interested in either of the online services.
“As Australians become more engaged in video, driven by better content, more content choice and less interruption, we see a more engaged consumer emerging – making content integration, curation and creation a more exciting opportunity than ever for brands,” Luisa Howard, head of insight for ZenithOptimedia, told Ad News.
She added: “Netflix is enabling this desire on television, and now YouTube Red will enable it for online video.”
Until 6 June, YouTube’s parent company Google is offering a $9.99 introductory offer to the YouTube Red service in Australia, and all users can sign up for a free month-long trial.
YouTube Red members will automatically receive premium access to Google Play Music, and existing Play Music subscribers will have YouTube Red at no extra cost.
Source: http://www.rapidtvnews.com/2016051942915/youtube-launches-red-in-australia.html#axzz49RSVwHJL