YouTube Red is Having an Identity Crisis

During an onstage conversation at Recode's Code Media this week, YouTube CEO Susan Wojcicki called YouTube Red a music streaming service -- first time any executive from the company has referred to YouTube Red as foremost a music service. From a report: This differs from comments that other YouTube executives have made in the past, including YouTube's head of global content Susanne Daniels, who last year described YouTube Red as a premium subscription streaming service that offers Hollywood-quality shows and movies. Launched in October 2015, YouTube Red has always been positioned by YouTube as three services in one: It offers ad-free access to all of YouTube; it's a music streaming service that also gives access to Google Play Music; and it's consistently releasing original movies and TV shows, starring Hollywood talent and homegrown stars that users already subscribe to. Two years later, this has created somewhat of an identity crisis for the streaming service. As Wojcicki said in her interview, she sees YouTube Red as a music service. And she does not expect to spend billions of dollars on content to effectively compete with Netflix, Hulu, Amazon and others.