YouTube is preparing to reintroduce a more affordable Premium Lite plan to users. Initially launched in Europe in 2021, this plan was officially discontinued in October 2023. Given Google’s recent aggressive stance on YouTube’s ad policies, especially regarding the non-blocking of ads, it’s not surprising that they are considering a new subscription plan.
YouTube Premium Lite will be available in limited countries for now
It has been revealed that YouTube has begun testing a plan similar to the YouTube Premium Lite, which was removed in 2023, in select countries. While the company has yet to confirm whether it will roll out the new version of Premium Lite globally, some users have discovered that the plan might make a comeback.
The previous Premium Lite plan allowed users to watch ad-free videos on YouTube for a more affordable price. However, features like offline downloads, background playback, and YouTube Music Premium were not included. Still, this plan offered a compelling alternative for those who couldn’t afford the full-priced Premium membership.
At the time, it was believed that Google took a radical step because Premium subscribers had significantly decreased after the introduction of the Lite plan, with nearly the entire audience shifting to the more affordable option. In this sense, the tech giant might be planning to bring back Premium Lite to bolster its ongoing battle against ad blockers.
The new Premium Lite plan offers features similar to the previous version, but this time it will include ‘limited ads.’ Ads may appear during licensed music content, Shorts videos, and searches. Additionally, just like the old version, the plan won’t include offline downloads, background playback, or YouTube Music Premium.
For now, Google has launched this plan in Australia, Germany, and Thailand. It remains to be seen whether this subscription model will also be available in other countries, including ours.
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