For $9.99 per month or $12.99 for Apple users, the YouTube Red service will provide you with add-free videos, the ability to save videos offline, includes Google Play Music subscription, and the function to still hear the audio when you close the app or turn off the screen called “background play.” They are also stating that they will also be providing exclusive content in the future. After reading about this new service, I tried to see how this might fill any media gaps that I am lacking. This is described as the “Initial Consideration” in the “Four phase decision making process” from “The consumer decision journey” readings. How bad do I need add-free videos? Can I wait through the minute long video or press the skip button to view/listen to the content. Yes, I can. Do I want to view videos offline? Well, there are already free services like youtube-mp3.com that provide me this service. Do I need to hear the content after I close or minimize the app? No, I don’t need it, but it’s a nice feature. Do I need Google Play Music? No, I have Spotify, Pandora and AppleMusic. What about the new exclusive content they will be offering? It’s too soon for me to tell if it’s worth $9.99 per month.
The only real distinguishing services that they offer is audio and video content in one service. But I am not at all swayed to pay $9.99 per month for this service. This may be suitable for someone who does not want to experience ads, desires add-free and on-demand video and audio content. However, the video content is not similar to Hulu, Netflix or Amazon Prime. YouTube videos are all over the place from kids posting practical jokes, vloggers, TV clips, illegally uploaded content, and other random content. It does not provide the consistency of content offered by their video competitors.
I think if Google lowered the cost point for YouTube Red, it could disrupt their competitors such as Spotify, Pandora or Hulu. But as it stands right now, I am not sold on it. I presents no added value to me. If I have time to watch a YouTube video, I have a few seconds to wait through the advertisement. There are other providers that offer similar services with little to no cost to me. It’s just not something I am willing to pay what they are asking. I won’t writing them off entirely. As a smart consumer, I will wait to see what others have to say about their services and what they will evolve into before re-considering a purchase of YouTube Red. I look forward to see what becomes of YouTube Red.
Check it out in action:
 Court, David, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik. “The Consumer Decision Journey.” McKinsey Quarterly (2009): n. pag. Web. 26 Oct. 2015. <http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey>.