Google’s YouTube is set to introduce a subscription service alongside its earlier launched Music Key service.

Speaking at the Code/Media conference in California, Robert Kyncl head of content and business operations, said that “some viewers did not wish to sit through advertisements.”

YouTube has been experimenting with pay models since 2013, when it launched 29 premium channels, including Sesame Street, UFC, National Geographic, PGA, and Magnolia Pictures. Subscription tom these ad-free channel started at $0.99 a month, but so far consumer interest remained lukewarm.

Late last year, YouTube launched its invitation-only Music Key service costing $9.99 a month for ad-free music, plus music videos, and the ability to listen offline as well as online. At the moment, the service is only available in beta.