Google subscriptions growth is accelerating, with Alphabet adding 25 million paid subscriptions in the first quarter, bringing its total to 350 million across services. The surge is largely driven by YouTube and Google One, highlighting how the company’s subscription strategy is reshaping its revenue mix.

Google subscriptions growth driven by YouTube and Google One

The latest earnings report shows Google subscriptions growth rising from 325 million in Q4 2025 to 350 million in Q1. According to Alphabet, YouTube and Google One — its cloud storage and subscription offering — were the main contributors to this increase.

At the same time, access to advanced Gemini features is now bundled into Google One plans, which are seeing steady expansion. However, the company did not disclose updated figures for Gemini’s total user base.

Gemini adoption grows in enterprise

While consumer numbers remain unclear, Google highlighted strong momentum in enterprise adoption. The company reported a 40% quarter-over-quarter increase in paid monthly active users for Gemini in enterprise settings.

Even so, no exact figures were shared, suggesting that while adoption is growing, detailed metrics are still limited.

YouTube revenue shifts as subscriptions rise

Google subscriptions growth is also influencing YouTube’s revenue dynamics. Although YouTube ad revenue reached about $9.9 billion for the quarter, it fell short of Wall Street expectations of $9.99 billion, according to CNBC.

The company has been pushing ad-free viewing through YouTube Premium, and this shift appears to be impacting ad performance. Alphabet CEO Sundar Pichai had previously indicated that investors should evaluate YouTube based on both ads and subscriptions, as subscription adoption can reduce ad revenue.

Strong overall financial performance

Despite the slight miss in YouTube ad revenue, Alphabet reported strong overall results. The company posted $109.9 billion in total revenue, exceeding Wall Street expectations.

Cloud revenue alone surpassed $20 billion, contributing significantly to overall growth.

What this means going forward

Google subscriptions growth reflects a broader shift in how the company monetizes its services. As more users move toward subscription-based offerings like YouTube Premium and Google One, the balance between ad revenue and recurring income is changing.

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