YouTube is discontinuing its lower-cost subscription plan, Premium Lite, after two years of testing. Premium Lite, which was priced at €6.99 per month, offered ad-free viewing on YouTube but did not include other Premium features like offline downloads or background playback. The plan was initially launched in select European countries in 2021. Existing Premium Lite subscribers will now have two options: either watch YouTube with ads or upgrade to the pricier YouTube Premium, which also includes YouTube Music. YouTube will offer Lite subscribers a one-month free trial of YouTube Premium as a consolation. Some users have expressed disappointment over the discontinuation of Premium Lite, as it provided an ad-free experience without other unnecessary features.
Although Premium Lite may not have been well-known to users outside of the European countries where it was available, its discontinuation has sparked disappointment. The plan seemed to strike a balance for users who wanted to eliminate ads without paying for additional features like YouTube Music or offline video viewing. Emails and forum discussions have emerged from disappointed Premium Lite subscribers. YouTube claims that it will continue to work on different versions of Premium Lite based on feedback from users, creators, and partners. The discontinuation of Premium Lite highlights the challenge of finding the right balance between offering affordable ad-free options and providing additional premium features to attract subscribers.
Overall, YouTube is ending its Premium Lite subscription plan, which provided ad-free viewing on the platform without other Premium features. Existing subscribers will need to choose between watching ads or upgrading to the more expensive YouTube Premium, which includes additional benefits. While Premium Lite may not have been widely known, its discontinuation has generated disappointment among users who valued the ad-free experience it offered. YouTube has expressed its commitment to developing different versions of Premium Lite in response to feedback from its user base.
