YouTube has seen remarkable growth in its paid subscription services. On March 5, the company announced that the number of subscribers for YouTube Music and YouTube Premium has now exceeded 125 million (12.5 crores).
This is a significant increase from 100 million in January 2024. The number of paid subscribers is rising rapidly.
According to YouTube’s Global Music Head, Lyor Cohen, the company’s goal is to become the largest revenue source for the music industry.
YouTube no longer wants to rely solely on ad revenue, which is why it is actively promoting its Premium subscription.
Affordable plans like Premium Lite will benefit users who only want an ad-free experience without additional features.
YouTube Introduces Cheaper Premium Lite Plan
YouTube has launched a budget-friendly subscription plan called Premium Lite in the US. This plan costs $7.99 per month (approximately ₹660).
It allows users to watch most videos without ads; however, ads will still appear in music videos and Shorts. Additionally, the plan does not include background play or offline downloads.
According to YouTube product manager Jack Greenberg, Premium Lite is designed for users who only want an ad-free video experience without other premium features.
Expansion of Premium Lite to More Countries
YouTube has announced that Premium Lite will soon be introduced in Thailand, Germany, and Australia.
By the end of 2024, it will be available in more countries. The company also noted that during testing, many Lite plan users eventually upgraded to the full YouTube Premium subscription.
YouTube’s New Revenue Strategy
Google is shifting YouTube’s earnings focus from ads to a subscription-based model.
Last year, YouTube increased its Premium prices in several countries and introduced new features like smart downloads and high-quality audio.
In October 2023, YouTube also strengthened its restrictions on ad-blockers, preventing third-party apps from removing ads.
Google does not usually disclose YouTube’s total revenue figures, but in October 2024, CEO Sundar Pichai revealed that YouTube’s annual revenue had surpassed $50 billion (about ₹4.1 lakh crore) for the first time.
