Liverpool launches premium content offer on YouTube channel

Liverpool football club launched on Tuesday a ‘paid-for’ membership option on its YouTube channel, becoming the first global sports team to utilise the feature on the social platform.

The initiative allows the club’s supporters to choose between two membership tiers offering premium content, with prices varying by country.

Level 1 membership costs £0.99 (€1.16, $1.28) per month in the UK and gives users access to bespoke emojis and loyalty badges, as well as two live shows every match, pre- and post-match interviews and exclusive community posts.

Level 2 membership costs £2.99 per month in the UK and includes all the features of Level 1 as well as others such as U18s and U23s match highlights, weekly preview and review shows and content from the training ground.

Drew Crisp, the club’s senior vice-president, digital, media and marketing said that the launch of the YouTube Membership option will give fans “a more flexible opportunity to access premium content”.

The new members area is in addition to the existing free offer on the club’s YouTube channel, which has 3.4 million subscribers. The free offer will continue to include delayed first-team match highlights.

Earlier this year, Liverpool became the first English Premier League team to have a presence on short-form video service TikTok.