YouTube Tests Cheaper Premium Lite Plan with Limited Ads in Select Countries
YouTube Premium Lite subscription offer
Google is testing a new version of YouTube Premium Lite in Australia, Germany, and Thailand. This revived service offers a middle-ground option between free YouTube and full Premium subscriptions.
The new Premium Lite includes:
- Limited ads (not completely ad-free like the 2021 version)
- No YouTube Music access
- No offline downloads
- No background play
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). Google is currently testing different price points to determine optimal user acceptance.
This testing phase follows streaming industry trends, where ad-supported tiers have gained significant popularity:
- 84% of Peacock subscribers choose ad-supported plans
- 65% of Hulu subscribers opt for ad-supported versions
- 40% of Disney+ subscribers use ad-supported tiers
The service's availability in other regions, including the United States, remains uncertain as Google continues to evaluate user response and pricing strategies in test markets.
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