YouTube Premium Tests New Affordable Two-Person Subscription Tier in Select Markets

YouTube Premium is currently piloting a new two-person subscription tier aimed at providing a more affordable and flexible option for users. This experimental plan is being tested in select international markets including India, France, Taiwan, and Hong Kong, but it is not yet available in the United States.

According to a YouTube spokesperson, the goal of this pilot is to offer greater flexibility and value by allowing two people to share a Premium subscription at a reduced cost. In India, for example, the two-person plan is priced at 219 Indian rupees (approximately $2.60), which is significantly cheaper than the standard individual or family plans.

This new tier complements YouTube's existing subscription options, including the Premium Lite plan introduced earlier in the year. Premium Lite offers a lower-cost subscription without YouTube Music and with some feature restrictions, priced at $8 per month for individuals in the US. The standard Premium plans remain at $14 for individuals and $23 for families.

YouTube Premium is a key revenue driver for Google, supplementing the platform’s substantial advertising income. In 2024, YouTube generated $36.1 billion in ad revenue, accounting for nearly 14% of Google's total revenue. Despite this, operating a free global streaming service with over 2 billion monthly active users is costly, making diversified subscription offerings critical for sustainable growth.

Implications and Opportunities for Streaming Platforms

The introduction of a two-person subscription tier reflects a broader trend in streaming services to offer more personalized and cost-effective plans. This approach can help platforms increase subscriber numbers by appealing to smaller households or shared users who may find family plans too expensive or unnecessary.

• Offers a more affordable subscription option for users sharing accounts
• Potentially increases subscriber retention by providing flexible plans
• Supports revenue diversification beyond advertising
• Enables experimentation with pricing strategies tailored to regional markets

As YouTube continues to refine its subscription offerings, the success of this two-person tier pilot could influence global rollout decisions. For streaming platforms and content providers, this signals the importance of flexible, user-centric pricing models that address diverse consumer needs while balancing profitability.