On Wednesday, YouTube introduced a more affordable subscription plan, Premium Lite, priced at $7.99 per month. This new tier removes ads from most videos, except for music content, making it a more budget-friendly option for viewers who don’t primarily use the platform for music. YouTube’s move aims to better compete with streaming services like Netflix and Disney, offering a plan designed for users who rarely watch music videos or listen to music.
The new Premium Lite plan contrasts with YouTube’s existing $13.99 Premium plan, which is ad-free for both videos and music. Additionally, the $10.99 plan offers ad-free music videos but retains ads for other content, essentially reversing the focus of the new service.
YouTube has noticed a rising demand for more affordable options, particularly among users already subscribed to other music streaming services, such as Spotify, Apple Music, and Amazon Music. This demand has been most evident in the U.S. market, where competition for music streaming subscriptions is fierce.
John Harding, Vice President of Engineering at YouTube, noted that the focus of Premium Lite is to attract a larger pool of potential users who wouldn’t typically pay for YouTube’s higher-tier services. Jack Greenberg, YouTube Premium’s Product Director, added that the new plan targets users who don’t require music content but want an ad-free video experience.
The company had already tested Premium Lite in Australia, Germany, and Thailand, with positive early results showing an increase in first-time subscribers. In fact, more users have upgraded from Premium Lite to the full Premium plan than those downgrading.
YouTube also announced that it now has over 125 million paying subscribers, up from 100 million in January 2024. While advertising still makes up the majority of YouTube’s revenue—$36 billion in 2024—subscriptions are increasingly contributing to its growth. YouTube’s combined ad and subscription revenue surpassed $50 billion over the past year.
