YouTube has begun offering its video download feature, normally reserved for Premium subscribers, free to some users. This move, currently being tested with only a small group of users, is seen as a marketing strategy to attract more people to the paid Premium membership.

YouTube Makes Video Downloads Free

This free feature has significant limitations. Users can only download videos in 144p or 360p resolution through the app. For higher resolutions like 720p, 1080p, and above, users are directed to purchase a Premium subscription.

These restrictions also apply to music videos. Due to licensing restrictions, it’s not possible to download music videos for free. Downloading music or playing music in the background still requires a YouTube Premium subscription.

YouTube Premium’s video download feature allows users to download videos and watch them without needing cellular data or Wi-Fi. By offering this feature as a “trial,” the company aims to attract users and encourage them to upgrade to a Premium subscription later.

Whether this strategy will entice free users to embrace the additional benefits offered by a Premium subscription remains a matter of interest. This new strategy is seen as part of YouTube’s efforts to increase both its ad revenue and its subscriber revenue.

With this move, the company is introducing the video download feature to a wider audience. This move also serves as a defense mechanism against rival platforms that offer video downloads, particularly TikTok. By improving the user experience, albeit limited, it aims to retain users within its ecosystem rather than losing them to rival platforms.