YouTube Crosses $60bn in Annual Revenue as Google Pushes Paid Subscriptions
Google has disclosed that YouTube generated more than $60bn (£44bn) in revenue in 2025, underlining the video platform’s growing importance to the company as it focuses on expanding paid subscriptions.
The figure, which combines advertising income and subscription earnings, places YouTube well ahead of streaming competitor Netflix, which reported $45bn in revenue over the same period. It also marks a rare moment in which Google has publicly singled out YouTube’s annual revenue performance since acquiring the platform in 2006.
Industry analysts say the milestone reflects YouTube’s entrenched position in daily digital life. Hanna Kahlert, senior analyst at Midia Research, described the announcement as significant but unsurprising, noting that the platform has become “almost infrastructural” for younger, digitally native audiences.
According to Midia’s consumer data, more than 70% of international users access YouTube at least once a week, while over half use it daily. Kahlert added that YouTube’s diverse revenue streams — from advertising to subscription-based services – allow it to monetise its vast audience more effectively than many rivals.
While YouTube’s advertising revenue for the final quarter of 2025 came in slightly below market expectations at $11.38bn (£8.37bn), Google chief executive Sundar Pichai described the year as a strong one overall. He highlighted growth in paid services, noting that YouTube Premium had contributed to Google surpassing 325 million paid subscribers across its consumer platforms.
Google does not break out YouTube’s individual subscriber numbers, but chief business officer Philipp Schindler told investors that subscriptions were gaining momentum. He said the company was introducing lower-priced tiers for services such as YouTube TV and Premium to appeal to a wider range of users, alongside features that encourage sign-ups, including limiting background video playback on mobile devices to paying customers.
The company also reported that YouTube Shorts, its short-form video offering designed to compete with TikTok, now attracts more than 200 billion views each day.
YouTube’s influence continues to extend beyond online video. In the UK, media regulator Ofcom recently ranked it as the second most-watched media service after the BBC, with adults spending an average of 51 minutes per day on the platform. Usage data showed that 94% of UK adult internet users accessed YouTube, prompting the BBC to announce plans to produce content specifically for the platform.
Despite its revenue surpassing Netflix’s, analysts caution against direct comparisons. Forrester’s Mike Proulx noted that most of YouTube’s content is user-generated, unlike the professionally produced programming that dominates traditional streaming services. However, he said the distinction between platforms is narrowing, pointing to YouTube’s plans to host the Oscars from 2029 and moves by rivals to embrace creator-led content.
Concerns remain among creators about the growing role of artificial intelligence. Some have linked Google’s AI-generated search summaries to reduced traffic for their videos and websites. The European Commission launched an investigation late last year into the impact of these AI features, while UK regulators have proposed giving publishers more control over how their content appears in AI-driven products.
Google has said it is working toward solutions that offer greater choice for publishers, even as it signals plans to significantly increase investment in artificial intelligence – an area where major technology firms are expected to spend heavily in the coming year.
