YouTube has announced that its Music and Premium services have surpassed 125 million global subscribers, coinciding with the U.S. launch of Premium Lite.

Premium Lite, currently being tested in Thailand, Germany, and Australia, offers ad-free viewing of non-Shorts content, excluding music. Unlike the full Premium subscription ($13.99/month), Premium Lite doesn't include music content, downloads, or background playback capabilities.

Key Updates:

• Combined YouTube Music and Premium subscribers: 125+ million (including trials)
• Growth: Up from 100 million in January 2024
• U.S. subscribers: Approximately 9.01 million (as of September 2024)
• Premium Lite expansion planned for additional countries in 2024

The service's growth aligns with YouTube's increasing dominance in podcasting, with approximately 12% of the global population accessing podcast content on the platform in January. Television has become YouTube's primary consumption format in the United States.

Premium Lite's introduction comes as Spotify increasingly embraces video content, featuring non-music and podcast video compilations with active comment sections. This shift in the streaming landscape suggests a convergence of audio and video services, with both platforms adapting to changing consumer preferences.

Regional pricing variations for Premium subscriptions have led to discussions within the user community about accessing lower-cost plans across different markets, presenting a challenge for YouTube's monetization strategy.

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