YouTube is introducing a lower-priced version of its “Premium” subscription plan in the United States, as the video-sharing platform operated by Google reports that it now boasts over 125 million subscribers for its YouTube Premium and YouTube Music offerings.
The company announced the updates Wednesday.
The new plan is labeled as ‘Premium Lite’, priced at $7.99 monthly (in contrast to the $13.99 monthly fee for Premium). This plan offers ad-free access to the majority of YouTube videos, with a focus on categories such as gaming, fashion, news, and beauty creators. Music content and Shorts will feature more advertisements.
Initially, the company tested Premium Lite only in select countries. However, they are now expanding its availability to include the United States.
Simultaneously, Lyor Cohen, the head of global music for YouTube, announced that the combined number of subscribers for YouTube Premium and YouTube Music has reached an impressive 125 million: “A remarkable achievement that some thought was unattainable when we initially launched,” he stated in his annual letter, which was published on Wednesday. “This growth is essential to our ambition of leading the industry in revenue generation, and we won’t rest until we achieve this goal. This growth is essential to our ambition of leading the industry in revenue generation, and we won’t rest until we achieve this goal.
Last year, YouTube disclosed that it now has over 100 million paid subscribers for both its Premium and Music services. Additionally, the company shared that its YouTube TV service currently boasts around 8 million subscribers.
The new less expensive Premium tier is likely to further drive total subscribers.
Cohen additionally employed his letter as a means to hint at future developments, such as an upsurge in the utilization of artificial intelligence tools, and a revival he terms as “the resurgence of the music video.
According to Cohen’s explanation, YouTube serves as the modern equivalent of MTV, a platform where influential artists debut their newest creations, and where fresh talent can emerge.
In the future, I anticipate a revival of the music video genre. It’s not about spending the most money on production; it’s about creating genuine, impactful content that music enthusiasts can’t forget. It’s about utilizing the artist’s most powerful tool – the music video – to stand out amidst the sea of options. Consider iconic music videos that have significantly influenced our society. These weren’t just videos; they were cultural events. They didn’t just make songs popular, but they propelled artists into stardom.
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2025-03-05 18:55