YouTube is preparing to launch a new subscription tier called “Premium Lite” in the United States, Australia, Germany, and Thailand. This lower-cost option is designed for users who primarily watch non-music video content and want to reduce ads without paying for the full YouTube Premium service.
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Key Features of YouTube Premium Lite
- Ad-Free Non-Music Content: Most videos will be ad-free, but ads will still appear on music videos, Shorts, and during search and browsing.
- No Offline Downloads or Background Play: Unlike the full YouTube Premium service, this tier will not include offline viewing or background playback features.
- Target Audience: It is aimed at users who do not need YouTube Music or other premium perks but want a more affordable way to enjoy ad-free content.
Pricing
While exact pricing for the U.S. has not been disclosed, tests in other countries suggest it could cost about half the price of YouTube Premium. For example:
- In Australia, Premium Lite was priced at $8.99 AUD compared to $16.99 AUD for full Premium access.
- In Europe, earlier tests priced it at €5.99 compared to €12.99 for full Premium.
Background
YouTube previously tested a similar “Premium Lite” plan in select European countries starting in 2021 but discontinued it in 2023. The new version reintroduces the concept with limited ads instead of being entirely ad-free. This move aligns with YouTube’s strategy to diversify its subscription offerings and reduce reliance on ad revenue while attracting more users with flexible pricing options.
The official announcement is expected soon, marking another step in YouTube’s efforts to cater to varied consumer needs and expand its subscriber base globally.