YouTube Premium is currently exploring a new, lower-cost subscription tier designed for two individuals, as reported by Moneycontrol on Monday.
This trial is presently confined to specific international markets and is not available to subscribers in the United States. The pilot program is being conducted in India, France, Taiwan, and Hong Kong, and it remains unclear whether it will be expanded to additional territories.
A spokesperson for YouTube confirmed the initiative in a statement to CNET, saying, "We're experimenting with new ways to offer greater flexibility and value to our YouTube Premium subscribers. This includes testing a two-person Premium plan option that allows two users to share a single subscription at a reduced price."
A representative from Google, which owns YouTube, stated they had no information to provide regarding potential expansion into other regions.
In India, this new shared plan is priced at 219 Indian rupees, equivalent to about $2.60 USD. A separate, even cheaper offering exists for YouTube Music only, costing 149 Indian rupees, or approximately $1.77 USD, for two people. Should this two-person tier eventually launch in the United States, its price is anticipated to be significantly higher than the rates offered in India.
YouTube constitutes a crucial component of Google's overall business. According to Statista, the video streaming platform generated substantial ad revenue, highlighting its financial importance. Running a globally accessible streaming service with over two billion active users monthly is a costly undertaking.
Beyond advertising, Premium subscriptions serve as a key method for generating revenue for the platform. A Premium membership provides users with an ad-free viewing experience, access to YouTube Music, and the ability to download videos for offline viewing.
Recently, Google has explored various strategies to encourage Premium subscriptions. The standard Premium plan in the US currently costs $14 per month for individuals and $23 for families.
In March, YouTube introduced the Premium Lite subscription plan as another option. This tier is less expensive at $8 per month for individuals, but it does not include YouTube Music, limits video downloads, and prevents background playback when the screen is off.
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