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YouTube also sought to compete against sites such as Netflix, Amazon Prime Video and Hulu by offering original content (YouTube Originals) as part of the subscription service, leveraging prominent YouTube personalities in combination with professional producers. This shift required YouTube to seek permission from its content creators and rights holders to allow their content to be part of the ad-free service under the new contract terms, partners would receive a share of the total revenue from YouTube Red subscriptions, as determined by how much their content is viewed by subscribers. These concerns and others led to a revamping of the Music Key concept to create YouTube Red unlike Music Key, YouTube Red was designed to provide ad-free streaming to all videos, rather than just music content. ĭuring its invite-only beta, Music Key faced mixed reception due to the limited scope of the offering YouTube's chief business officer Robert Kyncl explained that his daughter was confused over why videos of songs from Frozen were not 'music' in the scope of the service, and thus not advertisement-free. Music Key was not YouTube's first foray into premium content, having launched film rentals in 2010, and premium, subscription-based channels in 2013. Alongside Music Key, Google also introduced tighter integration between Play Music and YouTube's apps, including the sharing of music recommendations, and access to YouTube's music videos from within the Play Music app. The service also included access to Google Play Music All Access, which provides ad-free audio streaming of a library of music.

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Music Key offered ad-free playback of music videos from participating labels hosted on YouTube, as well as background and offline playback of music videos on mobile devices from within the YouTube app. The service was first unveiled in November 2014 as Music Key, serving as a collaboration between YouTube and Google Play Music, and meant to succeed the former's own subscription service. Later in the year, it was reported that YouTube was planning to make some of the original content associated with the service available on an ad-supported basis. YouTube announced the rebranding of the service as YouTube Premium on May 17, 2018, alongside the return of a separate, YouTube Music subscription service. The service was then revised and relaunched as YouTube Red on October 31, 2015, expanding its scope to offer advertisement-free access to all YouTube videos, as opposed to just music. The service was originally launched on November 14, 2014, as Music Key, offering advertisement-free streaming of music videos from participating labels on YouTube and Google Play Music.

The service provides ad-free access to content across the service, as well as access to premium YouTube Originals programming produced in collaboration with the site's creators, downloading videos and background playback of videos on mobile devices, and access to the music streaming service, YouTube Music. YouTube Premium (formerly Music Key and YouTube Red) is a subscription service offered by the American video platform YouTube.

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