YouTube is trying out a cheaper “Premium Lite” subscription that only removes ads


In an attempt to increase YouTube Premium sign-in, Google has offered everything from free hardware for access unique characteristics. Now back to the basics. The company is testing a subscription plan at lower prices in parts of Europe that allows you to watch without ads without downloading offline, YouTube music and background playback. A Reset user first noticed a new level of YouTube Premium Lite in the Netherlands, Finland and Sweden while trying to cancel a paid service.

The plan costs 6.99 EUR ($ 8.32) per month, the same as the student level, while the normal price is 11.99 EUR (14.26 USD). YouTube confirmed The Verge to also test the offer in Belgium, Denmark, Luxembourg and Norway with local equivalent prices. By comparison, Netflix Basic costs € 7.99 ($ ​​9.50) in several of these regions.

YouTube Premium Lite page states that you get YouTube and YouTube Kids without ads on multiple devices, including mobile devices, computers, and TVs. In the past, YouTube has announced incentives to pay users, including free products such as Google Stadium and neat features like automatic download.

But since its launch, and even later rebranding, the service has always looked more like a package featuring YouTube music, which may not appeal to those already paying for Spotify or Apple Music. Reducing fat to offer a basic ad-free experience for less money is sure to appeal to more viewers and could help drive subscriptions as a result.

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