YouTube on Wednesday unveiled a new $10-a-month subscription strategy in the U.S. called Red that unites advertising-free videos, new first show and films from top YouTubers, and on demand endless flowing music.

Red constructs on Google’s existing music streaming service by giving advertising-free access to YouTube programming, together with attributes like the capability to download videos to cellular devices and have music playing in the background while using other programs that are cellular.

Present subscribers to the Google Play Music service, which likewise costs $10 (about Rs. 650) a month, will even get access to Red.

Red objectives YouTube enthusiasts who would like to skip advertisements, while giving them an opportunity to pass some cash along to their preferred video creators, who will share in the brand new sales. It comes as streaming services like Pandora Hulu, Spotify and TuneIn offer advertising- as a paid alternative.

The strategy, which starts October 28, contains exclusive access to new videos starting next year in addition to the YouTube Music Key service – to be called YouTube Music after it starts later this year – for tunes and music videos. The new YouTube Music program will let you toggle music videos to play with sound just.

However, you do not have to wait for the new music program to have Red attributes operate across YouTube platforms, with the exception of the YouTube Children program, beginning next week. The programs, for instance, existing YouTube program, are free to download.

The service will cost $13 (about Rs. 845) a month if bought through Apple’s iTunes – but just because Apple takes a 30 percent reduction, executives said. If bought on the Web or via the Google Play Shop, the subscription will work on programs running on Safari browser or Apple’s iOS.

The initial videos will range in duration from a couple of minutes to feature-length films and come from recognized YouTube stars including the Fine Brothers, that are developing a scripted 10-episode series about a singing contest show called “Sing It.”

“But that is not why I am doing it. I am doing it to give my audiences option.”

YouTube intends for marketing revenue to stay its core company, and executives say they consider it could take some time for paid subscribers to grow. Some initial content may also be made accessible to non-subscribers after with advertisements.

Kyncl said that said, and of artists is the upper limit of what consumers would pay for this type of strategy and the subscription will reinforce the sales of YouTube. Kyncl said the marketing sales of YouTube won’t be hurt, given the variety of users changing to the brand new service will not probably make a dent in YouTube’s billion-plus users.

“It wouldn’t actually affect the quantity of eyeballs we are supplying through our platform,” he said.

One challenge is getting individuals to cover a service they connected with being free, said RBC Capital Markets analyst Mark Mahaney Wednesday in a research note.

The move comes amid a boom in consumer desire for advertising-free encounters.

Ad blocking software is now popular on personal computers, and Apple’s iOS 9 operating system upgrade last month enabled advertisement-blocker programs to run on its Safari browser for the very first time that is cellular. 41 percent increased this past year to almost 200 million individuals, based on a company that seeks to counter advertising blockers PageFair,.

And nevertheless content suppliers are finding a method to generate income from removing advertisements, also.

355 crores) through June, primarily from its $5-a-month advertising-free strategy, Pandora One on subscription and other revenue in the quarter. Ad revenue is growing faster than it.

Red could help foster the rankings of Google Play Music subscribers, which stood at approximately 815,000 in the U.S. at the ending of last December, according to royalty monitoring business Audiam.

That is way short of leader Spotify with 20 million paying subscribers internationally.