YouTube is preparing to launch a new 'Premium Lite' subscription service that separates its video and music offerings. This new tier will provide ad-free access to podcasts, how-to videos, and gaming content, while excluding music videos from the package.

The service is expected to launch in the United States, Australia, Germany, and Thailand. While official pricing hasn't been announced, industry experts speculate it could cost approximately half of the current $13.99 Premium subscription.


This strategic move appears to target YouTube's growing podcast audience. According to Edison Research's October 2024 survey, YouTube leads the podcast platform race with 31% of weekly listeners preferring it over Spotify (27%) and Apple Podcasts (15%).

The platform's popularity among younger audiences is particularly notable:

• 84% of Gen Z monthly podcast listeners consume video-formatted podcasts
• 49% value facial expressions and gestures for better context understanding
• 45% feel more connected to hosts and guests through video content

The Premium Lite subscription seems specifically designed for users who want ad-free video podcast experiences but maintain separate music streaming subscriptions through services like Spotify or Apple Music. This is particularly relevant for longer-format content, where frequent ad breaks can significantly impact the viewing experience.

This move reflects YouTube's effort to maintain its dominance in video podcasting as competitors like Apple and Netflix expand their video podcast offerings, while also creating a more flexible subscription model for consumers with different content preferences.

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