Prime Highlight
- YouTube has launched an affordable Premium Lite plan in India at Rs 89 per month, offering ad-free viewing in select categories.
- The move is part of YouTube’s broader strategy to grow its paid subscriber base and diversify subscription offerings.
Key Facts
- Premium Lite excludes features like background play and downloads, with ads still shown on music content, Shorts, and music videos.
- YouTube crossed 125 million subscribers for Premium and Music globally in March, contributing to Alphabet’s 270 million total paid subscriptions.
Background
On September 29, YouTube launched a new affordable Premium Lite subscription in India, costing Rs 89 per month. The goal of the move is to appeal to more subscribers as the Google-owned platform works to increase its paid user base in the country.
Premium Lite allows users to watch ad-free videos in categories such as gaming, comedy, cooking, and learning. However, ads will still appear on music content, music videos, and Shorts. Subscribers won’t be able to play videos in the background or download them for offline viewing. The subscription is expected to roll out across India in the coming weeks.
YouTube first introduced Premium Lite in March and has piloted it in markets like the United States. The initiative is part of the platform’s strategy to diversify offerings, as subscriptions become an important growth driver.
In addition, YouTube is testing a two-person subscription tier in India at Rs 219 per month. A similar plan for Music Premium is offered at Rs 149. Standard Premium plans in India start at Rs 89 for students, Rs 149 for individuals, and Rs 299 for families, while Music Premium plans start at Rs 59 for students, Rs 119 for individuals, and Rs 179 for families. Prices for all tiers were increased in August 2024 by 12 to 58 percent.
Globally, YouTube crossed 125 million subscribers across Music and Premium services in March. Alphabet CEO Sundar Pichai said overall paid subscriptions for Alphabet surpassed 270 million, with YouTube and Google One leading the growth. YouTube’s revenue exceeded $50 billion in the past four quarters, according to Pichai.