YouTube is experimenting with a new subscription plan that allows two users to share YouTube Premium or Music Premium membership. The Google-owned video streaming platform is testing the two-user Premium plan in select regions, including India, France, Taiwan, and Hong Kong, with a limited group of users.
The new YouTube Premium two-member subscription is priced at Rs 219 per month in India. For comparison, the existing YouTube Premium Family Plan, which supports up to five users, is currently available at Rs 299 per month.
For YouTube Music Premium, the two-user plan is reportedly priced at Rs 149 per month.
YouTube’s Focus on Subscription Revenue
YouTube has been increasingly focused on growing its subscription-based revenue model, aiming to reduce its reliance on ad-generated income. As part of this strategy, YouTube has taken steps such as restricting ad blockers and increasing YouTube Premium prices in multiple markets.
In August 2024, YouTube raised subscription costs in India by 12% to 58%, depending on the specific plan.
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YouTube Premium: Plan Overview
Individual Plan – Rs 149 per month
- Benefits: Ad-free video streaming, access to YouTube Music Premium and YouTube Premium
- Limitations: Valid for a single user only; user must be 13+ and have a Google Account
Two-Person Sharing Plan – Rs 219 per month (Pilot Phase)
- Benefits: Same features as the individual plan
- Limitations: Allows adding one more person from the same household; both users must be 13+ and own Google Accounts
Family Plan – Rs 299 per month
- Benefits: Same features for up to six users
- Limitations: All members must reside in the same household and be 13+ with Google Accounts
Student Plan – Rs 89 per month
- Benefits: Same as the individual plan
- Limitations: Only for full-time students in eligible countries; requires yearly verification and is valid for up to four years
Conclusion
YouTube’s pilot of the two-person Premium and Music Premium plans reflects its ongoing efforts to diversify its revenue streams while offering cost-effective alternatives for users. If widely adopted, this plan could serve as a middle ground between the individual and family options, appealing especially to couples and roommates looking to enjoy premium features at a reduced rate.