On YouTube, ads are a fact of the user agreement. Like all Google products, YouTube is free to use and it makes money from ads. Considering advertising drives the whole Google economy, don’t expect ads to disappear from YouTube anytime soon. However, the platform will allow you to pay to remove ads, and now you can pay less.
YouTube Premium has been around for some time. It is a monthly subscription package that allows users to get perks. While some benefits are features like downloadable videos, background playback, and access to original content, you can also watch videos ad-free.
As ads are increasing on the platform, Google is experimenting with a new YouTube Premium Lite service that is more affordable and will appeal to more users. Currently available in Belgium, Denmark, Finland, Luxembourg, the Netherlands, Norway, and Sweden, YouTube Premium Lite costs €6.99/month.
It ditches all the benefits of regular YouTube Premium, which is €11.99/month. For the €5 saving, users will have the ability to watch content without any ads. Google is clear that so far the feature is experimental, so it may be killed off. I guess that will depend on its popularity in the test nations.
Importantly, Premium Lite allows ad-free viewing across devices and platforms. So, that means phones, tablets, TVs, consoles, and PCs across the web, Android, and iOS. It also works on the YouTube Kids app.
It is an interesting proposition. Are ads really that much of a problem that someone is willing to pay around 8 bucks to remove them? Probably for some users the answer is yes. Personally, I am willing to put up with the ads as I think they are a small price to pay for the amazing content I watch on YouTube.
However, admittedly ads are becoming egregious on YouTube. Unlike many other video platforms, YouTube still allows users to leverage adblocking tools. Of course, many users do just that, blocking ads on the platform. It seems YouTube is now bombarding videos with ads to get as much revenue from the few people who are not blocking.
Surely it would be better for YouTube to simply stop users from being able to block ads. You are then giving people a choice, watch the ads or pay the Premium. Admittedly it is a controversial debate topic, but hey, I have never been that miffed by ads on YouTube.
Let us know in the comments below what you think about ads on YouTube.