Google’s parent company, Alphabet, said Wednesday that it added 25 million new paid subscriptions in the first quarter.

The total number of paid subscriptions across its services has now reached 350 million, up from 325 million in the fourth quarter of 2025, driven largely by growth in YouTube and Google One, its cloud storage subscription service.

Google highlighted strong momentum for Gemini in the key enterprise market, reporting a 40 per cent quarter-over-quarter rise in paid monthly active users, though it did not disclose a specific figure.

YouTube’s advertising revenue fell short of Wall Street expectations, despite posting year-over-year growth.

As the company promotes ad-free viewing through its YouTube Premium subscription, the shift has contributed to a decline in ad revenue at the video platform, raising concerns among investors.

Alphabet CEO Sundar Pichai told analysts last quarter that YouTube’s performance should be assessed based on a mix of advertising and subscription revenue, noting that when users move to paid plans, it reduces ad income.

Last year, YouTube generated more than $60 billion in annual revenue from ads and subscriptions combined.

In the fourth quarter of 2025, YouTube ads alone brought in $11.4 billion. This quarter, ad revenue declined to $9.9 billion.

The company noted that the figure still represents an 11 per cent increase year over year.

However, missing analyst expectations suggests that more consumers may be shifting from ad-supported viewing to ad-free subscriptions through YouTube Premium.