YouTube is set to launch a more budget-friendly version of its Premium subscription, referred to as “Premium Lite.” As reported by Bloomberg, this initiative will initially roll out in the United States, Australia, Germany, and Thailand before expanding to additional markets.
The objective of Premium Lite is to appeal to viewers interested in content beyond just music videos. Bloomberg did not provide information regarding the anticipated pricing for this new subscription tier. It is important to note that YouTube had previously trialed an ad-free version, also named Premium Lite, in select European regions starting in 2021, but this effort was discontinued in 2023.
In October, YouTube confirmed to The Verge that it is currently testing a revised iteration of Premium Lite. Feedback from at least one user suggested that this updated version features a lower number of ads, with a reported monthly fee of $8.99, in contrast to the standard YouTube Premium price of $16.99.
This information was supported by YouTube spokesperson Paul Pennington, who informed The Verge that the company is actively investigating a new Premium option that would remove ads from “most videos.”
Pennington indicated that trials for this modified service are in progress, with the company seeking to enhance access to this offering through partnerships. While he acknowledged the existence of these tests, he refrained from providing details about a potential launch in the United States or any pricing information.
Consequently, further details regarding pricing and availability will need to be awaited. YouTube Premium is already significantly more affordable in Pakistan compared to other regions, making the introduction of Premium Lite a highly anticipated development in that market.
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