By Asmita - Mar 05, 2025
YouTube launches new 'Premium Lite' subscription in the United States for $7.99 a month, offering ad-free viewing for most videos excluding music content. The plan targets users less interested in music videos, with ads still present in music and Shorts. Compared to the $13.99 Premium plan, Lite lacks offline downloads and background play. The service has been tested in select countries and will expand to Thailand, Germany, and Australia. YouTube hopes this offering will help retain viewers among growing competition and leverage its subscription revenue growth.
Oejitv via Wikimedia
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YouTube has launched a more affordable subscription option called ‘Premium Lite’ in the United States, priced at $7.99 per month. This new tier aims to provide users with an ad-free experience for most videos, excluding music content. YouTube announced this expansion as its YouTube Music and Premium services reached over 125 million subscribers worldwide. The Premium Lite subscription targets users who may not frequently engage with music videos or audio streaming. This plan aims to attract a broader audience who might not have previously considered paying for YouTube.
The Premium Lite plan allows subscribers to enjoy most videos on YouTube without advertisements, specifically focusing on categories such as gaming, fashion, news, and beauty. Ads will still be present within music content and Shorts. This differs from the standard YouTube Premium plan, which costs $13.99 per month and provides an ad-free experience across all videos. Premium Lite does not include features like offline downloads or background play. YouTube has been testing Premium Lite in select countries before expanding the option to the U.S. market. The company plans to introduce the subscription to other pilot countries later this year, including Thailand, Germany, and Australia.
The introduction of Premium Lite comes amid increasing competition for podcast and video audiences. By offering this lower-cost, ad-free option, YouTube hopes to retain viewers who might otherwise turn to other platforms for an uninterrupted experience. YouTube’s revenue primarily comes from advertising, but the subscription side has grown substantially. YouTube found that more Premium Lite members upgraded to Premium than Premium members who downgraded to Lite.
YouTube’s subscriber growth is vital to its ambition of becoming the leading source of revenue in the industry. YouTube is aiming to create a diversified ecosystem with multiple access points and flexible pricing that solves a variety of consumer needs. With Premium Lite, users can enjoy their favorite content with fewer interruptions.
