YouTube is preparing to introduce a more affordable version of its Premium subscription called “Premium Lite”. According to a Bloomberg report, it will start off in the US, Australia, Germany, and Thailand before reaching other countries.
Premium Lite aims to attract viewers who seek content beyond music videos. Bloomberg did not disclose the expected cost for the new subscription tier. It is worth noting that YouTube previously experimented with an ad-free tier, also named Premium Lite, in select European markets starting in 2021. However, that initiative was discontinued in 2023.
In October, YouTube confirmed to The Verge that they were testing a revised version of Premium Lite. Reports from at least one user indicated this new version included a reduced number of ads, with a reported monthly cost of $8.99 AUD, compared to the standard YouTube Premium price of $16.99 AUD.
This news was corroborated by YouTube spokesperson Paul Pennington, who confirmed to The Verge that YouTube is actively exploring a new Premium option that eliminates ads on “most videos.”
Pennington revealed that tests are underway for this modified service. The company aims to increase access to this offering through collaboration with its partners. While confirming the existence of these tests, Pennington stopped short of specifying a potential launch in the United States or disclosing any pricing details.
This means we are gonna have to wait for finer details to show up, such as pricing and availability. YouTube Premium is already a lot cheaper in Pakistan compared to other countries, so Premium Lite should be a very welcome update here.
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