One is to create new features and products to basically help the creators and artists diversify their revenue streams. Again, I cannot understate how important this is, primarily because of the variability that happens with ads.
This is why we have been investing considerably in rolling out a premium subscription product for both the video side and the YouTube side. A premium subscription product whereby users are paying a flat monthly fee—typically something like $10 a month—generates considerably more revenue for the creators, and that's why we're investing considerably in expanding that.
We actually only launched the YouTube music premium about a few months ago. We're now in about 20 different markets and we look to expand that. As we enter additional markets, that's a much larger user base for creators to get their share, as well as the additional features like channel memberships, as I mentioned.
This is where a music creator—for example, a musician—cultivates a sizeable fan following. Let's say they have a million subscribers; that can result in some decent advertising revenue, but as I said, it is highly variable. If they have a small portion, if 1% of that is willing to pay them $5 a month to sustain themselves, that's a very healthy revenue stream that they can use to sustain their business and then help to support them getting their artistic work out to the remainder of their audience.