Google’s YouTube division is testing a new affordable premium plan for users who are comfortable with fewer privileges and Ad restrictions.
YouTube has become the go-to platform for streaming a wide range of videos, music, and other visual content. The newer generation, including Gen-Z and above, have upgraded their purpose of using the platform to conduct thorough research. The only major restriction that stopped general users from relying solely on YouTube is Ads. For that, YouTube has provided a premium plan for $16.99 gaining high traffic inflow of premium users.
However, a vast majority either abandoned its cart or chose to remain as a free user, accepting the restrictions while continuing their usage pattern. To help such users who do not agree with the pricing of Premium, YouTube is testing a new Premium Lite plan at half the price.
The new Premium Lite plan is being tested in select markets like Germany, Thailand, and Australia, and may expand to other countries soon. The expansion relies heavily on the success rate of the Premium Lite plan in the markets being tested for now. Earlier in 2021, YouTube tested a similar subscription plan in Europe, but it was pulled out before officially rolling out, making the long-term sustenance questionable.
The new YouTube Premium Lite Plan would cost $8.99 or INR 75 in India. The current premium plan costs INR 149. The plan being tested provides an ad-free experience for most videos, but ads will keep appearing on music and short-form content. The Lite plan also restricts background play on YouTube and YouTube Music applications. This plan aims to target a new subscriber tier that can accept an ad-reduced experience with certain limitations.
Along with the new paid plans, YouTube is also rapidly integrating AI features on its platform to elevate user navigation, provide easier access to libraries, and curate a personalized streaming experience. As the features gain adoption, they may get added to the list of premium features against these plans.
