AI push helps Google One soars past 150 million subscribers

Initially launched as a storage upgrade for users, Google One has evolved into a strategic pillar of Alphabet’s diversification efforts, with AI-driven features increasingly outshining its original cloud storage offerings at lower-tier prices

Alphabet’s cloud-based service Google One has exceeded 150 million global subscribers, driven by rising demand for artificial intelligence features bundled into its latest premium plans. The milestone reflects a sharp 50% rise in users since early 2024, when the service reached 100 million subscribers.

The spike in subscriptions follows the introduction of a $19.99 per month plan launched in February 2024, offering advanced AI tools unavailable to free or basic users. These tools include enhanced productivity features and early access to Google’s evolving AI ecosystem. Millions of users have reportedly signed up for this tier alone, according to Shimrit Ben-Yair, Google’s VP of subscriptions.

Originally launched as a storage upgrade for Google account holders, Google One has transformed into a key component of Alphabet’s strategy to expand beyond ad-based revenues. While core offerings such as expanded storage remain popular at lower price points, the integration of AI capabilities is fast becoming the service’s main draw.

Shifting gears beyond search ads

The momentum comes at a pivotal time for Alphabet, which is facing disruption in its search dominance from generative AI platforms like OpenAI’s ChatGPT. Competitors including Apple are now exploring AI-powered search options, further intensifying pressure on Google to innovate and diversify.

Alphabet’s ad revenue still dominates its balance sheet, but the rapid adoption of Google One’s premium features signals strong consumer willingness to pay for enhanced digital experiences. CEO Sundar Pichai has confirmed the company’s ongoing focus on subscription models, similar to YouTube’s monetization strategy.

As big tech pivots toward paid AI-driven services, Google One’s success may serve as a blueprint for how tech giants can retain users, monetize innovation, and navigate a post-search era dominated by intelligent systems.

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