YouTube‘s lower-cost subscription plan, Premium Lite, launched in select European countries in 2021, is getting the axe. Priced at €6.99 per month, Premium Lite was a middle-ground option for those wanting ad-free viewing without extra features like offline downloads or YouTube Music. YouTube plans to discontinue this tier after October 25, 2023, leaving subscribers with two choices: go back to the ad-supported free version or upgrade to the full-fledged YouTube Premium.
Subscriber reactions
The announcement has generated a range of reactions. While YouTube said it aims to refine different versions of Premium Lite, existing users, particularly in Europe, have been vocal about their disappointment. They’ll have to decide whether to revert to the ad-laden experience or opt for the more expensive YouTube Premium, including YouTube Music.
Future implications
YouTube has been experimenting with its subscription offerings, and the discontinuation of Premium Lite is a sign of that ongoing process. The company has even extended a one-month free trial of YouTube Premium to Premium Lite users. While it’s unclear what the future holds for YouTube’s subscription plans, one thing is sure: the company continues to tinker to find the best way to monetise its extensive range of content.
