YouTube is set to launch a new, budget-friendly subscription called “Premium Lite,” focusing on ad-free podcasts and how-to videos. Unlike the full Premium plan, it excludes music videos, which will still include ads.
According to Bloomberg’s Mark Gurman, this targets viewers who prefer content beyond music, providing a simpler, more affordable option. A YouTube spokesperson said, “As part of our commitment to provide users with more choice and flexibility, we’ve been testing a new YouTube Premium offering with most videos ad-free in several markets.”
They added, “We’re hoping to expand this offering to even more users in the future with our partners’ support.” Testing started months ago in overseas markets, as reported by The Verge. This follows an earlier ad-free Premium Lite trial in Europe from 2021 to 2023, which was later discontinued.
The change comes as competition grows for podcast listeners, who now have multiple platforms to choose from. The Premium Lite tier could shift how YouTubers earn money. Ad revenue has traditionally been their primary income source, but this plan might increase subscription-based earnings if widely adopted.
Spotify recently took a similar step, removing dynamic ads from video content for subscribers in certain regions. Over 70% of eligible creators opted in, though many top podcasters remain hesitant, uncertain if the new model will match their current ad earnings.
YouTube’s lower-cost plan might encourage fans of ad-free shows to stay rather than switch to competitors like Spotify, according to the report.
Expected Rollout
The “Premium Lite” plan will officially launch in the U.S., Australia, Germany, and Thailand, marking its first appearance in the U.S. An announcement is expected soon, though pricing details are still undisclosed.