Google will finally uncouple YouTube Premium and YouTube Music with 'Premium Lite'

Google is reportedly planning to reintroduce its Premium Lite subscription for YouTube, which was discontinued in 2023. This new option will allow users to enjoy ad-free YouTube content at a lower price, without needing to pay for both YouTube Premium and YouTube Music. The service will be available soon in the U.S., Australia, Germany, and Thailand. 

YouTube Premium Lite offers content with video and banner ads only before music videos. It will exclude certain Premium features, like background play and offline downloads, but will be priced lower, based on past testing. This could provide a cheaper alternative for users who don’t need all the Premium perks or already subscribe to other music services. YouTube is hoping this model could boost subscription revenue for content creators. 

What this means for Irish advertisers 

Since the Premium Lite plan will allow users to watch only ads before music videos and banners, this could reduce the overall ad reach on YouTube for users who choose the Premium Lite tier. 

Nonetheless, Premium Lite users will still consume content and ads before certain videos that will be more effective and less intrusive than ads played during videos. YouTube’s shift could lead to changes in ad exposure, which would require Irish advertisers to fine-tune their strategies to reach the right audiences effectively, considering both free and Premium Lite users. 

https://www.androidcentral.com/apps-software/google-will-finally-uncouple-youtube-premium-and-youtube-music-with-premium-lite