Google may be on the verge of launching YouTube Premium Lite, a more affordable version of its subscription service, in the US, Australia, Germany, and Thailand, according to a report by Bloomberg. This new tier is designed to appeal to viewers who primarily watch programs other than music videos.

This development comes after YouTube piloted a no-ads version of Premium Lite in some European countries starting in 2021, only to axe the plan in 2023. However, in October, the company confirmed to The Verge that it was testing a "different version" of Premium Lite, with at least one user reporting that the new version had limited ads. The user also revealed that the price of Premium Lite was $8.99 AUD per month, significantly cheaper than the regular YouTube Premium, which costs $16.99 AUD per month.

In a statement, YouTube spokesperson Paul Pennington confirmed that the company has been testing "a new YouTube Premium offering with most videos ad-free" and expressed hope to expand this offering to more users in the future with the support of its partners. Although Pennington did not provide specific details on the launch or pricing, the report suggests that YouTube Premium Lite may be imminent.

The introduction of YouTube Premium Lite could be a strategic move by Google to attract a broader audience and increase its revenue streams. By offering a more affordable option, YouTube may be able to lure users who are deterred by the higher price point of the regular Premium service. This could be particularly appealing to viewers who primarily consume non-music content, such as vlogs, educational videos, or podcasts.

The launch of YouTube Premium Lite also raises questions about the company's advertising strategy. With the rise of ad-free services, YouTube may need to reassess its reliance on ad revenue and explore alternative monetization models. This could have significant implications for the broader digital advertising industry.

As the streaming landscape continues to evolve, YouTube's move to introduce a more affordable premium option could be a key differentiator in a crowded market. With the likes of Netflix, Amazon Prime Video, and Disney+ vying for users' attention, YouTube Premium Lite may be the company's best bet to stay competitive and maintain its dominance in the online video space.

While details on the launch and pricing of YouTube Premium Lite remain scarce, the report suggests that Google is poised to make a significant move in the streaming market. As more information becomes available, it will be interesting to see how this new tier will impact the company's revenue and user growth.