Google appears to be reversing its 2023 decision with the reintroduction of YouTube Premium Lite, a simplified version of its Premium subscription. This formula was initially launched in a few countries before being abandoned. However, a year later, some users in Australia, Germany and Thailand are seeing this option reappear on trial. Google confirmed this information to Android Authoritywhile specifying that this is a test for a new version of Premium Lite.
The unexpected return of a deleted offer
Premium Lite offers to remove ads on YouTube, but does not include the full subscription’s additional features like access to YouTube Music, background playback, or offline downloads. This minimalist approach meets the needs of users who are primarily looking for an ad-free YouTube experience at a reduced cost.
Pricing for this service also seems to vary between users. In Australia, two versions of Premium Lite are currently being tested: one priced at 11.99 AUD per month (around €7.20), half the price of the full Premium subscription at 22.99 AUD, and one other at 8.99 AUD per month (around €5.40). This price disparity raises questions about Google’s strategies to make this offer accessible to a wider audience.
The relaunch of YouTube Premium Lite comes in a context where the cost of Premium subscriptions continues to increase in several regions. Google seems to want to seek a balance with a more accessible alternative, while maintaining other options for those who want to benefit from all the functions of the service.
That being said, there are still many unknowns regarding the future of this Lite version. Google has not specified whether this offer will extend to other countries, nor whether it will become permanent in the regions where it is currently being tested. Another question: the possible introduction of “limited” advertisements in this new version of Premium Lite, unlike the complete removal of advertisements in the initial offer.
The return of Premium Lite in any case responds to a growing demand for more affordable subscriptions. Removing ads is the main advantage of YouTube Premium, but not all users want to pay for additional services like YouTube Music. This lighter version could therefore stand out as a compromise for those who seek above all to get rid of advertising without paying the high price.
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