(Image source from: Twitter.com/YouTube)
On Wednesday, March 5, YouTube revealed the introduction of a new subscription option that emerges as the most cost-effective method to enjoy ad-free viewing on its platform. Named Premium Lite, this pilot program has been launched, providing ad-free access to “most videos” for a monthly fee of $7.99 (approximately Rs. 695). Initially available only in the United States, YouTube indicated plans to roll it out to additional regions in the coming weeks.
The lower subscription cost suggests a reduction in certain features compared to the regular YouTube Premium plan, which indeed is the case. While users can enjoy ad-free streaming of videos, the service does not include YouTube Music, meaning that access to ad-free music and music videos is not part of this plan. Users can still listen to tracks with advertisements, but they will miss out on added functionalities like background play and the ability to download music for offline use, according to YouTube.
YouTube clarifies that its new Premium Lite subscription will enable ad-free viewing of “most” videos, but this does not guarantee a complete absence of ads. Advertisements might still appear in music-related content, Shorts, and during content searches and browsing. This pilot scheme has begun in the US and will soon be made available in Australia, Germany, and Thailand in the upcoming weeks. News about this new budget-friendly YouTube Premium subscription first surfaced last month. It is important to note that YouTube’s ad-free option typically starts at $13.99 (around Rs. 1,200) each month in the United States. This year marks YouTube's 20th anniversary, during which it has accumulated a total of 125 million subscribers, including those on trial subscriptions. The extension of YouTube Premium through this new plan is part of the platform’s efforts to present a diverse range of content consumption options.
