YouTube Introduces Premium Lite in India: A Cheaper Way to Watch Ad-Free Videos

YouTube has rolled out its “Premium Lite” subscription pilot program in India, a move designed to attract more subscribers. The new tier, costing Rs 89 per month, allows users to watch ad-free videos across many content categories, including gaming, comedy, cooking, and educational videos. Despite the ad-free viewing experience for some content, ads will still appear on music-related content, music videos, and YouTube Shorts. Users also won’t have access to background playback or offline downloads. The pilot program is expected to expand across India soon. The Premium Lite offering, first introduced in March, is part of YouTube’s effort to diversify its subscription options and tap into the growing importance of subscriptions as a revenue stream. Reports suggest that YouTube may also introduce a two-person Premium plan at Rs 219 per month, with YouTube Music Premium also being available for Rs 149 during its pilot phase. Existing plans include various tiers for YouTube Premium and YouTube Music Premium, with pricing varying for student, individual, and family subscriptions. A price increase was implemented across all plans in August 2024. YouTube has achieved over 125 million subscribers globally across its Music and Premium services, with Alphabet, YouTube’s parent company, boasting over 270 million paid subscriptions overall. By launching Premium Lite, YouTube aims to make premium features more affordable and accessible to a wider range of users in India.