YouTube rolls out "Premium Lite"

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 03, 2021, 2:38 AM UTC

The new “Premium Lite” test was first spotted by ResetEra and later confirmed by YouTube.

Google is testing YouTube "Premium Lite", an affordable version of YouTube Premium, which includes ad-free streaming across YouTube’s main app on the web, iOS, Android, and more. A YouTube spokesperson said users in the Nordics and Benelux can sign up for “Premium Lite” for €6.99/month.

YouTube’s existing Premium plan costs around €11.99 a month in Europe. The Lite version is currently being tested in Belgium, Denmark, Finland, Luxembourg, the Netherlands, Norway, and Sweden.

However, the new subscription model doesn’t include YouTube Music benefits like offline downloads or background playback. YouTube said the current subscription is in an experimental phase and more plans will be developed based on audience feedback.

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