YouTube Introduces Premium Lite Subscription
- Ad-free viewing on most videos
- Costs $8 per month
- Available in the US, with rollout to other countries later this year
- Excludes music content and Shorts
- No downloads or background play
- Targets users who want ad-free streaming without music services
Introduction to Premium Lite
YouTube has introduced a new subscription option for viewing with reduced ads compared with its pricey but ad-free Premium plans. This Premium Lite plan is rolling out in the US starting today. It costs $8 per month, compared with $14 per month for Premium.
All users in YouTube's pilot markets of Australia, Germany and Thailand will gain access to Premium Lite in the coming weeks. Most videos will be available without ads under this subscription, such as podcasts, gaming, fashion, beauty and news content.
Key Features and Limitations
However, the company is treating music content differently since its YouTube Music service is baked into the full YouTube Premium offering. There will still be ads on music and music videos, as well as on Shorts.
Downloads and background play, two other key features of the Premium plan, won't be available to Premium Lite subscribers. You'll likely see ads as you browse and search YouTube as well.
Target Audience and Benefits
According to YouTube's chief product officer, Johanna Voolich, the idea of Premium Lite came from user feedback. Many users want an ad-free, uninterrupted streaming service but don't necessarily want a music service. Premium Lite allows these viewers to have more choice and also unlocks a new revenue stream for creators.