When it launches on October 28, Google’s new ad-free subscription video service YouTube Red will look to deliver a direct strike to Netflix’s powerfully beating heart. But critics are wondering if users groomed to expect free content on YouTube can now be counted on to pay to watch through the site.

“In the first decade of YouTube, the way we derived revenue was advertisers told us what the viewers’ eyeballs are worth,” said Robert Kyncl, YouTube’s chief business officer, speaking at a press event held in LA on Wednesday. “In this case, it’s the user saying over time what those videos are worth.”

When it debuts later this month, YouTube Red will feature a one-month free trial offer, which will hopefully encourage viewers to sign up for unfettered access to original series such as Scare PewDiePie and Sing It! as well as a bundled-in music service. Those who sign up through the YouTube Red’s iOS app can expect to pay $12.99 instead of $9.99 thanks to Apple’s so-called “iTunes tax” of 30% charged to app developers who sell through its devices. For its part, YouTube will pay 55% of subscription revenue to partners, divvied up based on aggregate subscriber viewing time.

YouTube Red’s exclusive original content will debut in January, lead by former MTV head of programming Susanne Daniels.

Read more at Variety.

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