Google One surpasses 150m users as Alphabet shifts focus from Ads to subscriptions
Google One, Alphabet’s cloud-based subscription platform, has reached a major milestone, crossing 150 million users — a 50% jump in just three months.
The surge in subscribers is largely attributed to the introduction of a $19.99-per-month premium tier, which offers exclusive access to Google’s advanced AI features. This shift reflects a broader trend: consumers are increasingly willing to pay for enhanced digital experiences that offer competitive advantages.
According to Google Vice President Shimrit Ben-Yair, the AI-powered subscription plan alone has already attracted millions since its February rollout.
The service has evolved far beyond its initial role as a cloud storage solution. Alphabet is now actively reducing its reliance on advertising, which accounted for more than 75% of its $350 billion in revenue in 2024. The urgency to diversify has grown, especially as cracks appear in the foundation of its most profitable product — Google Search.
Evidence of this shift came when Apple disclosed in court that Safari browser searches had declined for the first time, signaling a possible long-term trend as users migrate toward AI-driven tools instead of traditional search engines.
The news had an immediate impact: Alphabet’s market value plunged by $150 billion in a single day following Apple’s revelation.
Now, investors are demanding clarity. How will Google adapt in a world where advertising takes a backseat? Can it successfully monetize features users once accessed for free?
Alphabet CEO Sundar Pichai pointed to YouTube’s evolving monetization model as an example, noting in February that subscriptions will be a core focus moving forward. “You’ll see us lean into that direction this year,” he said.
As AI features remain ill-suited to traditional advertising formats, Alphabet is banking on direct monetization through paid subscriptions and usage-based models. Google One stands out as a key part of this strategy — a sign that users are open to paying for value, and that Alphabet can no longer afford to rely on free services to maintain its dominance.
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