YouTube is preparing to launch a new 'Premium Lite' subscription service that separates its video and music offerings. This new tier will provide ad-free access to YouTube's video content, including podcasts, how-to videos, and gaming content, but excludes music videos.


The new service is expected to launch in the United States, Australia, Germany, and Thailand. While exact pricing hasn't been announced, industry experts speculate it could cost approximately half of the current Premium subscription ($13.99).

This strategic move appears to target YouTube's growing podcast audience. According to Edison Research (October 2024), YouTube leads the podcast market with 31% of weekly listeners preferring the platform, compared to Spotify (27%) and Apple Podcasts (15%).

The video component is particularly appealing to younger audiences:

• 84% of Gen Z monthly podcast listeners consume video podcasts
• 49% say video helps them better understand context through facial expressions
• 45% feel more connected to hosts and guests when watching video content

The Premium Lite subscription targets users who primarily watch video podcasts but use other services for music streaming. This approach addresses the pain point of frequent ad breaks during longer-format content while allowing users to maintain separate music subscriptions through services like Spotify or Apple Music.

This service evolution reflects YouTube's commitment to maintaining its dominance in video podcasting as competitors like Apple and Netflix expand their video podcast offerings.

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