YouTube will have a premium lite membership which removes the ads

Google is testing a subscription at a lower price in parts of Europe: it offers ad-free viewing, but does not include all other premium features

(photo: Unsplash) In an effort to increase YouTube subscriptions Premium, Google is testing a subscription at a lower price in parts of Europe. This plan offers ad-free viewing, but does not include all other premium features.

The new subscription therefore does not include offline downloads, YouTube Music and background video playback on mobile devices. A Resetera user first noticed the possibility of subscribing to YouTube Premium Lite in the Netherlands, Finland and Sweden while trying to cancel his paid service.

Photo: via Resetera The plan costs 6, 99 euros per month, the same as the student level, while the price of the normal premium subscription is 11.99 euros. YouTube has confirmed to The Verge that it is also testing the offer in Belgium, Denmark, Luxembourg and Norway with local equivalent pricing.

YouTube Premium Lite page claims that by subscribing to this price you get YouTube and YouTube Kids ad-free across multiple devices, including mobile, desktop, and TV.

In the past, YouTube has announced incentives for paying users, including free products like Google Stadia and features like automatic downloads.

YouTube's new bet aims to attract users tired of ads but not too interested in additional features. It will be necessary to understand if even the price of Lite, which is about 60% of a normal plan, will entice people to subscribe.

YouTube has however made it known that the current subscription is in an experimental phase and that it is considering implementing multiple plans based on audience feedback.


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