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# YouTube Clarifies Promise To ‘Frustrate’ Music Users
- URL: https://www.hypebot.com/youtube-clarifies-promise-to-frustrate-music-users-1/
- Published: 2018-03-21T08:24:00.000Z
- Updated: 2018-03-21T08:24:00.000Z
- Description: YouTube is walking back a statement by Global Head of Music Lyor Cohen to “frustrate and seduce” music fans by increasing the number of ads they'll encounter while using the platform.
- Author: Bruce Houghton
- Tags: Conventions & Awards, Music Business, Music Tech, Streaming, YouTube & Video, DIY, DIY musicians, Google, indie, music, music industry, musician, musicians, Pandora, Spotify, streaming, YouTube, #wp, #wp-post, #Import 2026-01-21 10:05

[![Youtube_logo](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d2e484a4970c-200wi "Youtube_logo")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d2e484a4970c-popup?ref=hypebot.com)YouTube is walking back a statement by Global Head of Music Lyor Cohen to “[frustrate and seduce](https://www.hypebot.com/youtube-to-overwhelm-heavy-music-users-with-ads/)” music fans by increasing the number of ads they'll encounter while using the platform.

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[![image from www.hypebot.com](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d2e484c8970c-350wi "image from www.hypebot.com")](http://hypebot.typepad.com/.a/6a00d83451b36c69e201b8d2e484c8970c-popup?ref=hypebot.com)  

“You’re not going to be happy after you are jamming ‘Stairway to Heaven’ and you get an ad right after that,” said YouTube Global Head of Music Lyor Cohen during [an interview at SXSW](https://www.hypebot.com/youtube-to-overwhelm-heavy-music-users-with-ads/). “There’s a lot more people in our funnel that we can frustrate and seduce to become subscribers."A spokesperson from YouTube tells Hypebot that Cohen was referring specifically to ads for its yet-unlaunched paid subscription service being targeted to reach only very heavy music users on its ad-supported platform:*"Our top priority at YouTube is to deliver a great user experience and that includes ensuring users do not encounter excessive ad loads. We do not seek to specifically increase ad loads across YouTube."* *"For a specific subset of users who use YouTube like a paid music service today – and would benefit most from additional features – we may show more ads or promotional prompts to upsell to our paid service."*So, the average YouTube user, even those who regularly use it check out a new band they've heard about, should see no difference in the number of ads delivered.

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