Credit: Lucas Gouveia / Android Police | ZinetroN / Shutterstock
By
Rahul Naskar
Published 9 hours ago
Rahul Naskar has years of experience writing news and features related to Android, phones, and apps. Outside the tech world, he follows global events and developments shaping the world of geopolitics.
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In Google's official language, Premium Lite is a "lower-priced" alternative to YouTube Premium membership, allowing users to watch most videos ad-free.
The Mountain View tech giant is true to its word, as YouTube Premium Lite offers exactly what the company promised.
When YouTube Premium Lite first launched, like many other users, I was excited to try it. I was already a Premium subscriber, so I had to downgrade my plan to Premium Lite to see whether it was enough for me.
I finally opted for Premium Lite after my Premium subscription ended a few days ago.
While it was tough to get used to seeing ads on the type of videos that never showed ads with a full Premium subscription, I was more disappointed with how Google treated me as a Premium Lite customer.
Upon taking a closer look at its antics, I don't think its ultimate priority is to offer users a cheaper ad-free viewing experience. It's about something the company has never spoken of and never will.
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Posts 2 By Rahul NaskarI switched to YouTube Premium Lite, and something unexpected happened
YouTube Premium Lite sits in the middle of a free tier and a full Premium offering, but in reality, it leans closer to the latter.
This is the biggest USP of the Premium Lite, especially because it's available at half the price of a full ad-free plan.
I wasn't immediately bombarded with ads after I switched to Premium Lite. Instead, I was seeing them more in music videos, but less frequently than in the free tier.
None of that was surprising, but I was truly taken aback when YouTube showed me a full-page ad that tried to convince me to upgrade to full Premium, all while I'd already switched to Premium Lite.
It displays banner ads on the YouTube home screen telling me to upgrade to full Premium to enjoy a truly ad-free viewing experience that I'm currently missing.
I wouldn't mind seeing them, but not this frequently. It feels like a constant reminder that I'm getting less.
Given how frequently I see them, I can't help but think that it's designed to create FOMO among users rather than informing them about what a full Premium subscription brings to the table.
As someone who had already enjoyed all the Premium benefits, those reminders are inviting, nudging me to become a Premium user again.
This was something I expected the least while upgrading to YouTube Premium Lite.
YouTube Premium Lite is cleverly designed to bring more users into the Premium fold
Credit: Lucas Gouveia / Android Police | OA_Creation / Shutterstock
I wasn't bothered about those upgrade prompts too much. But when I saw YouTube displaying an ad on one of my friends' phones, asking him to upgrade to Premium Lite.
In addition to my friend, who uses the free tier, I checked with my aunt to see if she sees the same upgrade ad on her free YouTube. She wasn't happy with those upgrade-to-Premium-Lite ads, either.
However, I was feeling differently because I could finally understand Google's real intention of showing me those ads even after paying a subscription fee.
Google highlights its Premium Lite benefits to YouTube users on the free tier, hoping a sizable population will convert.
Since it's significantly cheaper than a full Premium subscription, it's easier for the company to market the Lite version.
This explains why free users see ads for Premium Lite and not for a full Premium.
On the other hand, an ad for a full Premium subscription is shown to those who are subscribed to Premium Lite, reminding users what's possible with its flagship offering.
The ads I see on my Premium Lite aren't random; they are deliberate, meant to push me to full premium, just as the free tier nudges users to start paying. The conversion loop is complete.
YouTube Premium Lite doesn't work for me
I was already a Premium user years before Premium Lite first launched, so I'm more used to getting no ads anywhere than seeing ads on some videos.
While the availability of Premium Lite at half the price of a full Premium subscription is a huge plus, I need to compromise on way too many things to continue using it in the coming months.
I don't mind seeing ads once in a while, but what stings the most is the exclusion of YouTube Music. So, for ad-free music listening, I need to spend an additional $10.99 per month on top of the $7.99 monthly fee.
Math says a full Premium subscription, which costs $13.99 per month, offers better value for anyone who uses YouTube Music for ad-free music listening.
I might come back to it only if I get ad-free music with a Premium Lite subscription.
While a full ad-free YouTube Music may not make sense from a business standpoint, something like YouTube Music Premium Lite with minimal ads bundled into a Premium Lite subscription could work wonders.
I can't speak for anyone, but I'll certainly come back if a Premium Lite subscription is mostly ad-free in a true sense.
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