Users furious as YouTube introduces 'Premium Lite' that still makes you watch ads for a shocking price
Half the price, double the ads
Word has gotten out about YouTube's 'Premium Lite' membership and fans are certainly not happy.
Adverts are the bane of our existence in these modern times. If shelling out multiple different prices for the likes of Disney+, Netflix, and Prime Video wasn't enough, we've then got Spotify and YouTube clawing at our bank balances. Each of these come with their own different tiers, and while we know platforms have to make money somehow, stumping up the ridiculous prices to get all of the above on their ad-free premium tiers just isn't an option for most.
YouTube is one of the worst offenders, offering its ad-free YouTube Premium at $13.99 a month or $22.99 for up to six people as part of its family plan. Students get YouTube Premium for slightly cheaper at $7.99, and while it's not just the lack of ads that tempts people in, not everyone is willing to pay for it.
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This is where YouTube Premium Lite comes in, offering you some of the full-fat Premium experience but for half the price.
YouTube's Premium Lite subscription was previously available in some EU countries before it was discontinued in October 2023, but keen to make a quick buck, it's coming back. According to Android Authority, Premium Lite is coming back, but it'll no longer be completely ad-free.
For many, the whole point of paying for Premium Lite was to get the ad-free experience without having to pay the full Premium price. Let's be honest, a lack of ads is probably the main reason you'd be paying for YouTube Premium.
A Google spokesperson told Android Authority that it's 'testing a different version of Premium Lite,' with users in Australia, Germany, and Thailand able to see the sign-up options. Like with the old Premium Lite, the plan looks like it'll work across devices but will still be missing offline downloads, background playback, and access to YouTube Music Premium.
The problem is that Premium Lite boasts 'limited ads.' Whatever 'limited ads' means, it's rattled the angry YouTube community.
Posting on Reddit, one disgruntled fan raged: "This is getting grotesque and it's also barely useful, since it doesn't remove ads nor fixes a the issues the app has on Smart TV. I wonder how rock bottom they can go now. I expect them to just pay wall the entire app one day or another."
Another fumed: "No background play? Limited ad? That's a scam."
It's important to note that the prices shown here appear to be in AUD, meaning the return of Premium Lite should see it at around the $7 mark - making it half the typical Premium price. Still, good luck getting people to pay more than usual for an ad-supported tier.
A footnote on the Premium Lite ad reiterates that ads might appear on 'music content and Shorts,' with 'non-interruptive ads when you search and browse,' suggesting they might not be too invasive. There's no sign of Premium Lite getting a global rollout just yet, but when it does, you can bet there will be uproar.