You're a PM at YouTube Music. How would you 10x its monthly users in the next 5 years?

To 10x YouTube Music's monthly users in five years, I'd focus on three core strategies: global expansion, enhanced personalization, and strategic partnerships.

1. Global Expansion: Prioritize entering and tailoring the experience for emerging markets. This involves understanding local music tastes, optimizing pricing for affordability, and potentially partnering with local carriers or platforms for distribution. The challenge here is the significant investment required and the need for deep cultural understanding.

2. Enhanced Personalization & Discovery: Leverage YouTube's vast data and AI capabilities to create a hyper-personalized music discovery engine. This goes beyond current recommendations by integrating listening habits across YouTube and YouTube Music, identifying emerging trends, and proactively surfacing new artists and genres users will love. A key innovation would be a "mood-based" or "activity-based" playlist generator that dynamically updates.

3. Strategic Partnerships: Integrate YouTube Music deeply into the broader Google ecosystem and explore external partnerships. This could mean tighter integration with Google Assistant, Android Auto, and even smart home devices. Externally, partnering with gaming platforms, fitness apps, or social media could expose the service to new user bases. The risk is cannibalizing other Google services or over-reliance on partners.

Addressing the "Free for Premium" Misconception: While YouTube Music is included with YouTube Premium, awareness is a key barrier. I'd implement targeted in-app and email campaigns highlighting this benefit, especially for existing YouTube Premium subscribers who may not be aware of the music offering. This requires a focused marketing push rather than a fundamental product change.