YouTube is piloting a new subscription model that enables two users to share a Premium or Music Premium membership. According to a report by MoneyControl, the new plan is being tested in India, France, Taiwan, and Hong Kong with a limited group of users. This initiative aims to offer users greater affordability and flexibility in accessing ad-free content and other Premium benefits.
The newly introduced two-user YouTube Premium plan is priced at Rs 219 per month in India. This places it between the current individual plan, which costs Rs 149 per month, and the family plan, which supports up to five additional users and is priced at Rs 299 per month.
For Music Premium, YouTube is reportedly testing a similar two-person plan priced at Rs 149 per month. This tier is designed for those primarily interested in music streaming, providing an affordable shared solution.
A YouTube spokesperson confirmed the development to MoneyControl, saying: “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, allowing two people to share a subscription at a reduced cost.”
This pilot plan is part of YouTube's broader strategy to diversify revenue streams by increasing its focus on paid subscriptions. Traditionally reliant on ad-based revenue, YouTube has recently intensified efforts to convert more users into paying subscribers.
One notable move was the crackdown on ad blockers, aimed at encouraging users to subscribe for an uninterrupted experience. Additionally, Premium subscription prices were revised in August 2024, with hikes ranging from 12% to 58% across various plans in India.
Individual Plan (Rs 149/month)
Benefits: Ad-free content, background play, offline downloads, YouTube Music Premium access.
Limitations: Meant for a single user; user must be 13+ with a valid Google account.
Two-Person Sharing Plan (Rs 219/month - Pilot Phase)
Benefits: Same perks as the individual plan, but sharable with one more user.
Limitations: Both users must reside in the same household, be 13+, and have Google accounts.
Family Plan (Rs 299/month)
Benefits: Supports up to six users from the same household; includes all Premium features.
Limitations: All members must be part of the same household and 13+ with Google accounts.
Student Plan (Rs 89/month)
Benefits: Full Premium access at a discounted rate.
Limitations: Only available to full-time students in eligible countries. Annual re-verification is required, and the discount is valid for up to four years.
The introduction of a two-user plan bridges a significant pricing gap between individual and family plans, catering to smaller households or partners who wish to split the cost. It offers an economical option without needing to subscribe to a full-fledged family plan.
Conclusion: A Strategic Move to Attract More Subscribers
With the pilot of this Duo plan, YouTube continues to innovate in its Premium offerings, balancing user affordability with service value. As competition grows in the streaming market, such tailored pricing strategies could help YouTube retain and grow its subscriber base, particularly in price-sensitive markets like India.