YouTube Tests Premium Lite Return with Limited Ads in Select Markets
YouTube Premium Lite subscription offer
Google is testing a new version of YouTube Premium Lite in Australia, Germany, and Thailand. This revised subscription tier offers a middle-ground option between free YouTube and full Premium membership.
The new Premium Lite plan features:
- Reduced ad frequency (not completely ad-free)
- No YouTube Music access
- No offline downloads
- No background play capability
Pricing varies by region, with Australian users reporting costs between AUD 8.99 to 11.99 per month (compared to AUD 22.99 for full Premium).
This revival follows a similar 2021 test that was discontinued. The key difference is that the previous version completely removed ads, while the new offering promises "limited ads" instead.
The move aligns with broader streaming industry trends, where ad-supported tiers have gained significant traction:
- 84% of Peacock subscribers choose ad-supported plans
- 65% of Hulu subscribers opt for ad-supported versions
- 40% of Disney+ users select ad-supported tiers
Currently, there's no confirmation whether YouTube Premium Lite will expand beyond its test markets or become a permanent offering.
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