Google AI boosts subscription service to 150 million users

Google’s AI subscription service has seen dramatic growth, further diversifying Alphabet’s revenue streams beyond advertising as consumer interest in premium AI features accelerates. The rapid adoption of Google One amid intensifying AI competition reflects changing consumer willingness to pay for enhanced AI capabilities while offering Alphabet an alternative monetization pathway in a landscape where traditional search-based advertising faces disruption.

The big picture: Google One subscription service has surpassed 150 million subscribers, representing 50% growth since reaching 100 million subscribers in February 2024.

Key details: The company introduced a $19.99 monthly AI plan in February 2024, which has already attracted “millions” of subscriptions according to Google VP Shimrit Ben-Yair.

• Lower-priced Google One tiers focused primarily on cloud storage continue to be available without most AI features.
• The subscription growth is part of Alphabet’s broader strategy to diversify revenue beyond advertising, which still accounts for over three-quarters of its $350 billion annual revenue.

Why this matters: Google’s subscription strategy has taken on increased importance as AI threatens to disrupt traditional search-based advertising models.

• Apple recently reported the first-ever decline in searches on its Safari browser, which an executive attributed to AI offerings during court testimony.
• This news caused Alphabet to lose $150 billion in market value as investors worried about Google’s search engine stronghold.

Between the lines: AI interfaces present monetization challenges different from traditional search engines, with many companies turning to subscription models rather than advertising.

• Google CEO Sundar Pichai indicated a focus on subscription-based monetization for Gemini in 2024, telling investors: “Just like you’ve seen with YouTube, we’ll give people options over time.”
• The rapid adoption of Google’s premium AI tier suggests consumers are willing to pay for enhanced AI capabilities.