YouTube is set to reintroduce its Premium Lite plan, offering users an ad-free video streaming experience without the added cost of YouTube Music. This move aims to provide a more affordable alternative to YouTube Premium, catering specifically to those who primarily watch non-music content on the platform.
According to a report by Bloomberg, this subscription tier will allow users to enjoy YouTube’s vast video library—including podcasts, educational content, and other non-music videos—without advertisements.
However, music videos will not be included in this plan, meaning users who want an ad-free music experience will still need to subscribe to YouTube Premium, which comes at a higher cost.
The new YouTube Premium Lite version is expected to launch in select regions, including the United States, Australia, Germany, and Thailand. A YouTube spokesperson confirmed to a news agency that Google has been testing an ad-free subscription plan for YouTube across different markets. The company aims to expand this offering further with the support of its partners.
The new plan is designed for viewers who primarily consume non-music content and want an affordable ad-free YouTube experience. In the United States, the full YouTube Premium subscription currently costs $13.99 per month, which includes YouTube Music, offline downloads, and background playback. Premium Lite will offer a lower-cost alternative for those who do not require these additional features.
Introducing an affordable subscription plan like YouTube Premium Lite could significantly impact YouTube’s ad revenue model. Currently, the majority of revenue for content creators comes from advertisements. However, YouTube has been working to increase the number of paid subscribers, gradually shifting its revenue model toward subscriptions rather than ad-based monetization.
By encouraging more users to subscribe to ad-free plans, YouTube could reduce its reliance on ad revenue while offering creators alternative revenue streams. However, this shift raises questions about how content creators will be compensated under a model that prioritizes subscriptions over traditional ad revenue.
This is not YouTube’s first attempt at offering a lower-cost premium plan. In 2021, the company initially launched YouTube Premium Lite in select European countries, including:
Belgium
Denmark
Finland
Luxembourg
The Netherlands
Norway
Sweden
Priced at €6.99 per month, the plan allowed users to watch ad-free videos across all YouTube apps. However, it did not include offline downloads, background playback, or YouTube Music access.
Despite its initial success, YouTube decided to discontinue the plan in October 2023, citing the need to refine its approach based on user and partner feedback. As a result, existing Premium Lite subscribers were given a one-month free trial of the full YouTube Premium plan before their subscriptions were canceled.
With YouTube revisiting the idea of a budget-friendly Premium Lite plan, the company appears to be making modifications that could make the new version more sustainable. While pricing details and specific features remain undisclosed, it is expected that this plan will be a cost-effective way for non-music content consumers to enjoy an ad-free viewing experience.
For users in India, there has been no official confirmation on whether YouTube Premium Lite will be introduced in the country. However, given YouTube’s vast user base in India, it is highly likely that the new subscription plan could arrive after its global rollout.
Currently, YouTube India offers its Premium subscription at the following prices:
₹149 per month for individuals
₹459 for three months
₹1,490 for an annual subscription
Additionally, YouTube provides:
Family plans at ₹299 per month (for up to five additional members)
Student plans at ₹89 per month (for eligible students)
If Premium Lite becomes available in India, it could offer a budget-friendly alternative for users who primarily watch non-music content and seek an ad-free experience at a lower cost than the full YouTube Premium plan.
With YouTube exploring different pricing models and user preferences, the reintroduction of Premium Lite reflects the company’s ongoing strategy to attract more paying subscribers while balancing content creator revenue and user demand for an affordable, ad-free experience.
With YouTube’s decision to reintroduce Premium Lite, the platform is catering to users who want an ad-free experience without paying for YouTube Music. This move not only gives viewers more flexible subscription options but also aligns with YouTube’s strategy to increase its paid subscriber base while reducing reliance on ad revenue.
However, the impact on content creators and YouTube’s overall revenue model remains to be seen. As the new Premium Lite plan rolls out across select global markets, users will be keen to see if it provides good value compared to the full YouTube Premium plan.
For Indian users, the potential launch of YouTube Premium Lite could introduce a budget-friendly alternative for ad-free streaming, making it an attractive option. If YouTube sees success in the US, Australia, Germany, and Thailand, an India launch may not be far behind.
As YouTube continues to experiment with different pricing models, its focus remains on balancing affordability, user experience, and content creator earnings. Whether Premium Lite can succeed this time will depend on user adoption and market response—but one thing is clear: YouTube is actively exploring new ways to make ad-free viewing accessible to a wider audience.