YouTube rolls out cheaper ad-free plan in Singapore

YouTube has launched its 'Premium Lite' plan in Singapore, offering users a more affordable way to watch most videos ad-free. Priced at SG$7.98 a month, the new tier is rolling out starting today, with full availability expected in the coming weeks.

The move comes as YouTube looks to grow its subscription base in Asia, following a global surge in paid users. This is especially since YouTube Music and 'Premium' recently crossed 125 million subscribers worldwide, according to the platform.

Unlike the full 'Premium' plan, 'Premium Lite' offers ad-free viewing across most standard YouTube videos, including content in categories such as gaming, comedy, cooking, and learning. However, ads will still appear on music videos, Shorts, and during search or browsing sessions.

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The 'Lite' plan also excludes perks such as offline downloads, background play, and ad-free access to YouTube Music, features reserved for full 'Premium' subscribers.

YouTube said the new tier is designed for users who primarily want an uninterrupted viewing experience without additional features.

"We acted on feedback from viewers who loved the idea of ad-free YouTube but didn’t necessarily need the music features,” a spokesperson told MARKETING-INTERACTIVE. “Our target audience for Premium Lite in Singapore are viewers who prioritize video streaming without interruptions for their favourite content, whether it’s gaming, comedy, or learning—without the extra features they might not use.”

The plan works across devices including phones, laptops, and TVs.

Additionally, the spokesperson said the platform re-evaluates its pricing on an ongoing basis as conditions change in countries around the world. 

"As always, any future price increases will be communicated directly to existing members, providing a minimum of 30 days before any price increases take effect," they added. 

The Singapore launch is part of a broader expansion of the 'Premium Lite' pilot, with YouTube signalling plans to roll out the offering in more countries this year. The company said the move would also help open up additional revenue opportunities for creators and partners on the platform.

The launch comes as YouTube sharpens its monetisation efforts in the region. In September last year, it began rolling out 'pause ads' to all advertisers, a format that appears when a viewer pauses a video. YouTube told MARKETING-INTERACTIVE at the time that the response has been “strong” from both advertisers and viewers, following tests with selected brands in 2023.

Separately, YouTube recently teamed up with Shopee to launch the ‘Shopping affiliate program’ in Singapore, aimed at boosting product discovery and sales conversions. The initiative helps Shopee sellers connect with local content creators, enabling influencers to monetise their reach by promoting products to audiences they’ve already built trust with.

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