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- Premium Lite includes ad-free viewing across YouTube’s main app on web, iOS, Android, smart TVs, and games consoles, as well as in the YouTube Kids app.
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But, no VC is going to fund an ad-supported YouTube competitor in the current environment, and one big reason is the ease with which ads can be blocked. As a result, as things currently are, if there’s a future without YouTube, it’s paywalled.
Oct 17, 2024 · YouTube has been working hard to crackdown on ad blockers, but now it appears to be reviving its Premium Lite offering. Here's what's new.
- What is YouTube Premium Lite?
- Is YouTube Premium Lite a Good Deal?
- The Best Tech Newsletter Around
Currently, a YouTube Premium subscription will set you back $11.99 a month after the free trial. It includes ad removal, YouTube Music Premium, video downloads for offline viewing, and background playback on mobile. The new Premium Light tier, which a Resetera user spotted, drops everything but ad removal and decreases the price to €6.99 ($8.32).
Unfortunately, YouTube is currently only testing the new subscription in select parts of Europe. The original report spotted it in the Netherlands, Finland, and Sweden. Later, YouTube confirmed to The Verge that it is testing the new plan in Belgium, Denmark, Luxembourg, and Norway.
It sounds like the subscription will offer the same ad-free experience as the more expensive plan, as the wording on the Premium Lite page is very similar to the full YouTube Premium page. Both mention "ad-free YouTube ... on your mobile device, desktop, or enabled TV."
The company hasn't announced details regarding a potential release in other parts of the world yet. If it's successful for YouTube in the test regions, we might be able to unlock an ad-free YouTube experience for a lower price in the future.
As far as the value proposition, a Netflix Basic plan goes for $8.99 a month in the US, which means that YouTube Premium Lite's test price of around $8 is competitive (assuming it launches for that amount). Hulu's ad-free plan is comparable to the full YouTube Premium price at $11.99 a month, putting Premium Light in a good price range. HBO Max is $14.99 per month without ads, though that comes with new release movies.
A basic subscription to a single channel on Twitch will set you back $4.99. That gets you ad-free viewing on that channel, so getting the same experience on the entirety of YouTube for a little more makes a lot of sense from a value perspective.
It comes down to how much YouTube you like to consume. If Google's video platform takes up a hefty chunk of your entertainment time, then the Lite subscription is priced rather competitively compared to other ad-free options out there.
Related: What Is YouTube Premium, and Is It Worth It?
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- Dave Leclair
Oct 17, 2024 · Could YouTube’s new affordable plan be the solution to ad-blocker woes? YouTube's Premium Lite is like a diet soda for ad-weary viewers: less intrusive, more affordable. As ad blockers face extinction, this compromise could quench the thirst for uninterrupted streaming.
Jul 12, 2024 · YouTube ad blockers effectively block annoying ads and protect your online privacy by blocking third-party trackers. YouTube ad blockers are a cheaper alternative to YouTube Premium subscriptions.
Aug 2, 2021 · YouTube is piloting a new premium subscription tier that offers ad-free viewing. However, Premium Lite doesn’t include Premium’s other features like offline downloads or background playback.
Dec 27, 2023 · December 27, 2023 5 min read. Since May this year, YouTube began ramping up its war on ad blockers, threatening to disable video playback for users with ad blockers unless they turned them off or paid for YouTube Premium. At the time, YouTube communicated its new policy via a pop-up message that was shown to a limited number of people.
