Dubbed YouTube Premium Lite, this new subscription aims to appeal to a wider audience thanks to a reduced cost, while retaining some of the benefits of the paid service.
An offer designed to expand the audience
According to Bloomberg, YouTube is currently rolling out this Lite offer in several countries, including Australia, Germany, and Thailand. This is not the platform's first attempt: a similar subscription had been tested in Europe in 2021 before being abandoned two years later. This time, YouTube seems determined to succeed by adapting its offer to the expectations of different regions.
The objective is clear: to offer an affordable alternative to those who do not wish to spend 12.99 euros per month for the full subscription. "We hope to extend this offer to even more users in the future with the support of our partners," said Paul Pennington, a YouTube spokesperson.
A simplified subscription, focused on the ad-free experience
The main advantage of YouTube Premium Lite is the removal of ads on the majority of videos, a feature that is very popular with users. However, unlike the classic Premium subscription, this stripped-down version does not include access to YouTube Music.
Priced between €5.99 and €6.99, the price of YouTube Lite is significantly lower than that of the standard Premium, making the ad-free experience more accessible. However, not all videos are ad-free, a privilege still reserved for the full version of Premium.
Early Test Results
User reactions vary across markets. In Germany, early feedback indicates strong uptake of the Lite offering, particularly among those who want to eliminate ad interruptions without paying the full price. In Australia and Thailand, the reception seems similar, although it is still too early to draw overall conclusions.
By gradually testing this offer, YouTube seeks to refine its model according to regional needs. The balance between profitability and user satisfaction remains a major challenge for Google.
A strategy backed by advertising revenue growth
Alongside the expansion of YouTube Premium, recent figures confirm a continued increase in advertising revenue for the platform. In the fourth quarter of 2024, these revenues climbed YouTube revenue grew by 14% year-over-year, reaching $10.5 billion.
This trend demonstrates that ads remain a core component of YouTube's business model. Non-subscribers are facing an increase in ad formats, which could encourage them to opt for paid plans like Premium Lite.
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