YouTube Premium was never supposed to be the tier that rids the site of ads. Instead, it’s an option offered by Google to users who want a trimmed experience for less money than a full Premium experience costs. In a change to some regions, Google reiterates that YouTube Premium Lite is going to start seeing ads in new spots.
Premium Lite costs the user $7.99/month in the US, though the tier is offered in many regions. With that, YouTube offers all of its normal video content ad-free, unless the viewer is watching music videos, in which case YouTube Music kicks in with limited ad-free access. The point of the service was to offer the quintessential ad-free experience where it mattered most, but now Google is starting to morph what that means for broader audiences, a mere three months after launching the tier in the US.
According to an email sent to some, Google notes that it plans on increasing the number of ads in the YouTube Premium Lite tier by introducing them in new places. The email specifies that users will begin to see ads appear in YouTube Shorts, as well as music content.
The latter isn’t new, but the addition of ads throughout Shorts certainly is in regions outside of the US. Those in the States have had the promise of ads in YouTube Shorts even in the Premium Lite tier since the relaunch at the beginning of the year.
The change is set to take place on June 30. It isn’t clear if this will expand globally or just in Germany. Premium Lite has been an option in multiple regions for some time. It was only recently revived in the US, and it would be interesting if this change affected those newly acquainted.
The stipulations regarding Premium Lite appear on YouTube’s website. Google notes:
Ads however may appear on music content, Shorts, and when you search or browse.
Earlier this year, Google made further announcements regarding ads, noting that they would begin appearing in the most popular parts of videos. The new strategy is set to be led by Gemini to insert ads into the “Peak Points” of a video.
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More on YouTube:
- YouTube tests new Premium subscription made for just two people
- YouTube Premium grandfathered pricing going away for more early adopters
- YouTube Music is still tweaking the Now Playing redesign
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