YouTube to Launch New Affordable Plan, Premium Lite

Google has reportedly been working on a Premium Lite version of its social media platform, YouTube.

Although YouTube is the most popular platform for online videos, it is currently overflown with advertisements, which Google has resolved, but at a price, with the YouTube Premium subscription.

The YouTube Premium tier offers its perks for both the YouTube Music and the regular YouTube, keeping it on the pricey side of $22.99.

Google has now considered creating a plan that targets users who enjoy video podcasts but may already be subscribers to other music streaming services like Spotify or Apple Music

This plan is the YouTube Premium Lite, which is anticipated to arrive soon and would distinguish YouTube Music from the regular YouTube Premium subscription.

According to an October 2024 Edison Research survey, 31% of weekly listeners aged 13 and older said they favored YouTube above Spotify (27%) and Apple Podcasts (15%).

YouTube being the most popular platform among podcast listeners is largely attributed to the visual element of podcasts, especially with younger audiences.

According to the report, 84% of Gen Z monthly podcast listeners watch video podcasts.

And out of 84%, about half of them said watching videos helps them better understand context and tone through gestures and facial expressions.

Furthermore, 45% of respondents claimed that the inclusion of a video component increased their sense of connection to presenters and guests.

Possible Features The Plan

Before its discontinuation in 2023, YouTube tested an ad-free plan called “Premium Lite,” and that same year in October, Google told The Verge that it was developing a better version of this product.

This new membership, YouTube Premium Lite, is allegedly expected to cost $11.99, which is half of the $22.99 price for the regular YouTube Premium subscription.

It may also still have advertisements in YouTube Shorts, licensed music videos, and search/browsing results, in contrast to the regular Premium subscription.

YouTube is probably trying to draw in customers who are prepared to pay for ad-free video content without having to pay for a music subscription by launching Premium Lite.

This tier is expected to be unveiled in Thailand, Germany, Australia, and the United States, according to Bloomberg.

According to a recent statement by YouTube representative Paul Pennington, the firm plans to increase its availability in the future, though the launch date, availability, and precise cost are yet to be known.