Younger Demos Driving YouTube Music Growth

YouTube Music has firmly established itself as a powerhouse among the world’s fastest-growing music subscription services. In a landmark update, YouTube announced it has crossed 125 million paid subscribers worldwide for YouTube Music and Premium combined, including trial users.

This reflects a remarkable gain of 25 million subscribers in just one year—averaging over 2 million new subscribers monthly since its last reported milestone of 100 million in February 2024.

YouTube Music’s swift ascent is reshaping the streaming wars. By contrast, Spotify, the reigning giant in audio-only subscriptions, grew by 27 million paid users in 2024, reaching 263 million subscribers. While Spotify holds the lead, YouTube Music’s blend of audio, video, Shorts (its answer to TikTok), and bundled Premium offerings is carving out a distinct and expanding niche.

YouTube’s growth is fueled by its versatile subscription strategy. The platform recently introduced its Premium Lite pilot to the U.S., a budget-friendly tier at $7.99 per month that offers ad-free video playback but retains ads for music and Shorts. Meanwhile, a full YouTube Premium subscription runs $13.99 monthly, and the standalone YouTube Music Premium plan sits at $10.99 per month. This tiered approach broadens its appeal across diverse user bases.

The U.S. is a major contributor to YouTube Music’s subscriber base. Historical data shows U.S. subscribers grew from 20 million in 2020 to 27.9 million in 2024, suggesting a current estimate of around 30-35 million in 2025 given the global 25 million increase. With high internet penetration (90%+) and a standard subscription price of $10.99/month for YouTube Music Premium, the U.S. likely accounts for 25-30% of total subscribers.

Age Demographics: YouTube’s broader audience skews young:

• 25-34 Years: Globally, this group is YouTube’s largest demographic (21.3% of users), with males at 12% and females at 9.7%. For YouTube Music, this millennial/older Gen Z segment (born 1991-2000) probably dominates, comprising 30-40% of subscribers. Their preference for hip-hop, R&B, and pop aligns with top genres.
• 18-24 Years: Young adults (15.5% of YouTube’s base) are another core group, likely 20-25% of subscribers. Gen Z’s affinity for Shorts and video-integrated music (e.g., Chappell Roan’s rise) drives adoption.
• 35-44 Years: This cohort (18.5% of YouTube users) may account for 15-20% of subscribers, favoring rock and established artists like Bruno Mars
• Under 18 and Over 44: Teens and older adults (45+) are smaller segments. Kids’ content thrives on YouTube, but subscriptions may be parent-driven, while Baby Boomers (15% of U.S. users) adopt slower, possibly 5-10% each.