YouTube set to launch Premium Lite subscription without music

The new tier, expected to launch soon, will separate YouTube Music from the standard YouTube Premium package, allowing users to enjoy an uninterrupted video experience without paying for music streaming.

While pricing details remain unconfirmed, speculation suggests the new subscription could cost approximately half of the current YouTube Premium price of $13.99. According to Bloomberg, the package is set to be announced in the United States, Australia, Germany, and Thailand.

The move comes as YouTube strengthens its dominance in video podcasts, a format that has given it a significant edge over competitors such as Apple and Netflix. An Edison Research survey conducted in October 2024 found that YouTube was the most preferred platform among podcast listeners, with 31% of weekly listeners aged 13 and older choosing it over Spotify (27%) and Apple Podcasts (15%). The video component of podcasts has been a key driver of this success, particularly among younger audiences.

The survey revealed that 84% of Gen Z monthly podcast listeners engage with video podcasts, with nearly half (49%) stating that video helps them better understand tone and context through facial expressions and gestures. Additionally, 45% of respondents said they felt more connected to hosts and guests when a video component was included.

With video and audio content increasingly overlapping, YouTube appears to be targeting younger consumers who value video podcasts but may already subscribe to other music streaming services such as Spotify or Apple Music. As video podcasts often exceed an hour in length, frequent ad interruptions can disrupt the experience, making an ad-free option particularly appealing.

By introducing Premium Lite, YouTube is likely aiming to attract users willing to pay for ad-free video content without the added cost of a music subscription.