how would you define the success of youtube's ad-free subscription service, youtube premium?

Introduction

Defining the success of YouTube Premium, YouTube's ad-free subscription service, requires a comprehensive approach that considers multiple stakeholders and metrics. To effectively evaluate this product's performance, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

YouTube Premium is a subscription-based service offering ad-free access to YouTube content, background play, offline viewing, and access to YouTube Originals. Key stakeholders include:

1. Users: Seeking uninterrupted, premium viewing experience
2. Content creators: Relying on revenue share from subscriptions
3. Advertisers: Potentially impacted by reduced ad inventory
4. YouTube/Google: Aiming to diversify revenue streams and increase user engagement

User flow:

1. Sign up for YouTube Premium
2. Access ad-free content across devices
3. Utilize premium features (background play, offline viewing)
4. Engage with YouTube Originals

YouTube Premium fits into Google's broader strategy of diversifying revenue streams beyond advertising and creating a more engaging user experience. Competitors include streaming services like Netflix and Spotify, offering ad-free content and original programming.

Product Lifecycle Stage: Growth - YouTube Premium is expanding its user base and feature set, but still has significant room for market penetration.