Alphabet is seeing its big subscription gamble finally pay off. Google One, its flagship cloud storage and AI services bundle, has now surpassed 150 million subscribers globally—just months after launching a $19.99/month plan packed with premium AI features. That’s a 50% jump since February 2024, when the platform reached 100 million users.
This sharp rise reflects a broader shift in how consumers are engaging with Google’s ecosystem. For years, Google One was seen mainly as a cloud storage add-on. But now, AI is turning it into something much bigger. The new AI plan—unlocked by millions since launch—offers exclusive tools unavailable to free-tier users, pushing Google One into must-have territory for more and more people.
With Search facing headwinds from generative AI chatbots, Google One is becoming a vital revenue stream. Ads still drive over 75% of Alphabet’s $350 billion in annual revenue, but that model is being squeezed. Even Apple admitted last week that searches on Safari dropped for the first time ever—and blamed it on AI assistants. That news alone triggered a $150 billion dip in Alphabet’s stock.
Why Google Is Betting on Subscriptions
Unlike traditional search, AI-powered chat interfaces aren’t easy to monetize with ads. So instead, companies like Google are turning to direct payments. Subscriptions. Usage-based pricing. Paid access. It’s a major strategic shift. And CEO Sundar Pichai made it clear during February’s earnings call: Google’s AI offerings will increasingly follow the YouTube model—free for some, premium for those who want more.
That’s where Google One comes in. It’s no longer just a place to buy extra Drive or Gmail space. It’s a central hub for AI tools, security perks, and exclusive photo editing features. And the early results suggest users are more than willing to pay for it.
What Do You Get With Google One?
At its core, Google One still offers expanded cloud storage across Google Drive, Gmail, and Google Photos—starting at 100 GB and scaling up to 30 TB. Plans start at just $1.99/month in the U.S. and can be shared with up to five family members.
But the real appeal is in the extras. Depending on your tier, you might get access to:
- AI-powered editing tools in Google Photos, including Magic Eraser, Portrait Light, HDR effects, and background blur
- Built-in VPN access for secure browsing (available in select regions)
- Premium support from Google experts
- Monthly credits for the Google Store
- Workspace perks like Google Meet upgrades and expanded file sharing
- Optional Nest Aware for smart home device monitoring
The new $19.99/month tier is aimed squarely at power users, bundling in premium AI capabilities that enhance search, productivity, and creative tools.
How It Compares to Other Subscription Services
Google One faces stiff competition, but stands out for users embedded in the Google ecosystem. Here’s how it stacks up:
- Apple iCloud+: Starts at $0.99/month for 50 GB, includes iCloud Private Relay and secure video support—but only works seamlessly on Apple devices.
- Microsoft 365: A better choice for Office users. For $6.99/month, you get 1 TB of OneDrive storage and full access to Microsoft Word, Excel, PowerPoint, and more.
- Dropbox: Offers simple file storage and collaboration, starting at $11.99/month for 2 TB. But lacks the ecosystem integrations and AI/photo features.
- Amazon Prime Photos: A hidden perk in your Prime membership. You get unlimited photo storage and 5 GB for video, though it’s mostly a backup solution.
Google One’s edge lies in its combination of cloud storage, smart photo tools, family sharing, and now, AI. It’s not just a storage plan—it’s the backbone of Google’s AI subscription future.
As Alphabet looks to diversify beyond advertising, Google One’s fast growth suggests the strategy is working. The AI shift might be just beginning, but users are already showing they’re ready to pay for smarter tools—especially when they’re bundled into something they’re already using every day.
