YouTube Premium is testing a new, cheaper subscription tier for two people which is less expensive than their standard plan.
The tier is being piloted in India, France, Hong Kong, and Taiwan. If the new feature succeeds, it is likely it will be expanded into more regions.
“We’re experimenting with new ways to provide greater flexibility and value to our YouTube Premium subscribers, including offering a two-person Premium plan option in some countries, allowing two people to share a subscription at a reduced cost,” a YouTube spokesperson said in a statement.
This initiative aligns with YouTube’s strategy to broaden its subscription options. In March, they introduced Premium Lite, an ad-free plan for “most” videos priced at $7.99 per month, currently available in the US, Australia, Germany, and Thailand.
YouTube reported a combined total of over 125 million subscribers for YouTube Music and YouTube Premium worldwide, including trial users.
This latest offering will hope to boost subscriber numbers and revenue, it could even attract former Premium subscribers who canceled due to previous price increases.
Hear directly from YouTube on 14 May 2025 as Yuri Berchenko, Head of Partnerships, joins SubscriptionX. Berchenko’s presentation The power of partnerships: Forging powerful partnerships to drive customer acquisition and retention will explore how data-driven approaches can optimise partnership strategies to boost customer acquisition and improve retention rates.
Delegates can learn how strategic partnerships has enhanced YouTube’s subscription business by amplifying reach and aligning with customer needs.
See the full agenda, and register here.
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