For YouTube enthusiasts who prefer fewer interruptions from advertisements but are reluctant to invest in a full-price Premium subscription, there may be promising developments ahead.
Recently, YouTube has been actively countering ad blockers while also ramping up the number of ads shown on the platform.
In July, the platform intensified its efforts against ad blockers by introducing a new mechanism aimed at bypassing these tools. Shortly afterward, YouTube implemented ads on pause screens, a feature that had long been anticipated by users.
Moreover, following the announcement that Premium subscription prices could rise by as much as 50% in certain regions starting in November, the Google-owned service has disclosed that it is piloting a more affordable option.
As detailed by Android Authority, YouTube is testing a revamped version of Premium Lite. This option had been discontinued in many countries during 2023 and essentially functioned as a more basic version of the Premium plan.
While Premium Lite eliminated ads, it lacked several features that come with the standard Premium subscription, including background playback, YouTube Music access, and the ability to download videos.
Google has confirmed the revival of this plan, although it will not be identical to its previous incarnation. “We’re testing a different version of Premium Lite, and some users in Australia, Germany, and Thailand might have the opportunity to subscribe,”YouTube stated.
The key distinction seems to be that this latest version of Premium Lite will feature “limited ads”instead of a complete ad-free experience.
Users in Australia have reported that Premium Lite will be available for $11.99 per month, offering a noticeable saving compared to the regular Premium price of $22.99/month.
So far, there’s no indication as to whether this Lite version will be rolled out more widely, including to markets like the US and Canada. We’ll have to wait for further updates from YouTube to see if this new pricing strategy proves successful and warrants expansion.
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