Alphabet has announced that its Google One subscription service has surpassed 150 million subscribers, representing a significant growth milestone. This information was confirmed to Reuters by the company.
The subscriber count marks a remarkable 50 percent increase since February 2024, when the service first reached 100 million users, nearly six years after its debut.
In February, Google unveiled a new subscription plan priced at $19.99 (approximately Rs. 1,710) per month, which includes access to artificial intelligence features not available to free users. The company continues to provide various Google One tiers for file storage at more affordable rates, albeit without the enhanced AI functionalities.
According to Shimrit Ben-Yair, a vice president overseeing the subscription service, the recently introduced AI plan has contributed to “millions” of additional subscriptions.
Google One is part of Alphabet’s broader strategy to reduce its reliance on advertising, which contributes to over three-quarters of the company’s total revenue of $350 billion (approximately Rs. 29,93,350 crore) for 2024.
The growth of Alphabet’s subscription services could be pivotal for its future financial stability, particularly as the company confronts challenges posed by AI chatbots, including OpenAI’s ChatGPT and its own Gemini, which threaten the dominance of its search engine.
Concerns surrounding AI advancements were highlighted last week when an Apple executive disclosed in court that searches using Apple’s Safari browser had declined due to AI features. This situation raises competition for Alphabet, which saw a significant drop of $150 billion (roughly Rs. 12,82,864 crore) in market value following the news.
Unlike traditional search engines, AI interfaces have yet to find an effective means of integrating advertisements. Consequently, many companies are shifting towards models that charge users through subscriptions or based on usage instead.
Investors remain skeptical about how Google plans to navigate these changes. In response to inquiries about monetizing Gemini during a February earnings call, CEO Sundar Pichai stated, “Just like you’ve seen with YouTube, we’ll give people options over time. For this year, I think you’ll see us be focused on the subscription direction.”
© Thomson Reuters 2025
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