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YouTube Premium Lite aims to grow subs without cannibalizing ads business

Article by Jeremy Goldman  |  May 21, 2025
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YouTube Premium Lite aims to grow subs without cannibalizing ads business
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Topics
Digital Video
Consumer Behavior
Connected TVs
Worldwide

The news: YouTube is expanding its subscription options in an effort to grow its paying user base and maintain strong revenue growth.

  • A more affordable YouTube Premium Lite plan—launched earlier this year in the US, Australia, Thailand, and Germany—is now rolling out to users in Mexico, Argentina, Brazil, Canada, and the UK at $7.99 per month.
  • Premium Lite removes most video ads on YouTube and YouTube Kids but excludes music, downloads, and background play.

The new tier complements the growth of YouTube Premium, which includes full features and has steadily expanded in the US.

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