YouTube Premium Lite Plan is Reportedly Coming Soon to the US and Other Markets

The new YouTube Premium “Lite” Plan that Google has been testing with some users in Australia, Germany, and Thailand could soon get an official but limited launch. A new report from Bloomberg reveals that Google plans to roll out the new Lite plan soon in the three aforementioned countries plus the US.

“As part of our commitment to provide our users with more choice and flexibility, we’ve been testing a new YouTube Premium offering with most videos ad-free in several of our markets,” a YouTube spokesperson said in a statement shared with Bloomberg. “We’re hoping to expand this offering to even more users in the future with our partners’ support.”

In the current test markets, YouTube Premium Lite subscribers may see ads on music content and Shorts, plus non-interruptive ads when they search and browse the video platform. The regular $13.99/month YouTube Premium subscription, however, provides a completely ad-free experience and other perks, including offline viewing, background play on mobile, and Youtube Music Premium.

Back in 2021, Google did launch a YouTube Premium Lite plan in select European countries, but it was discontinued two years later. At €6.99/month, this previous Lite plan only offered an ad-free experience on YouTube and none of the other YouTube Premium perks.

In recent months, Google has been increasing its efforts to block the use of ad blockers on YouTube. A more affordable YouTube Premium Lite plan may well help to convert more YouTube users into paying subscribers.