YouTube are planning to take on the Netflix giant, with plans to launch a new paid subscription service announced today. YouTube Red will cost users $9.99 per month, allowing subscribers access to any YouTube content without ads, as well as "exclusive access to new original series and movies from YouTube’s top creators" and unlimited use of Google Play Music. The move will see new premium series and movies from YouTube stars Lilly Singh, The Fine Brothers, PewDiePie, Joey Graceffa and Rooster Teeth available to service users while it believes the new range of streamed media will help them expand their consumer base. Speaking about the announcement, Robert Kyncl, YouTube's chief business officer, said: "Today marks a new chapter in us giving fans the choices of what they want.” It’s believed the company hope to take some of the $3.4 billion in profits in subscription alone from rivals Netflix, which would add to their current revenue stream of advertising alone. YouTube's director of product development Manuel Bronstein, also unveiled the company’s new music app today, imitating Spotify’s offer to help users discover new music based on their listening habits: "The station learns from you and takes you on a personalized music journey.”