Sure! In 2015, YouTube launched a subscription-based service called YouTube Red, which was later renamed YouTube Premium. With this service, users can access ad-free content and exclusive original programming. YouTube Premium also provides access to YouTube Music, a music streaming service that competes with other music streaming platforms like Spotify and Apple Music.

YouTube's decision to shift towards a subscription-based model was driven by the desire to diversify its revenue streams beyond just advertising. By offering a premium service, YouTube could generate a more predictable and stable source of revenue, which is less reliant on the fluctuations of the advertising market. It also allows the company to invest in original content production and compete with other streaming services like Netflix and Hulu.

Furthermore, YouTube Premium also provides additional benefits to creators, who can earn more revenue from their content through the subscription fees paid by premium users. This has incentivized creators to produce higher quality, exclusive content for the platform, which in turn attracts more premium subscribers.

In conclusion, YouTube's decision to shift towards a subscription-based model with YouTube Premium has allowed the platform to diversify its revenue streams, invest in original content, and incentivize creators to produce high-quality exclusive content.
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