A few days ago, we published a report on India’s surge in OTT users, highlighting that AVOD contributed massively to this growth. Can you guess which platform contributed the most to these numbers? It’s YouTube. The ad-supported tier is the major driver behind the platform’s growth, and YouTube’s content library is expanding more rapidly than any other OTT platform.
But YouTube also offers a premium feature. With a premium subscription, users get an ad-free experience and some additional perks. However, this option is largely overlooked by most users since the ad-supported version works perfectly fine.
To make matters worse, YouTube India is now increasing the premium price.
Though the price hike will definitely disappoint fans, some of the increases are relatively minimal. The Family plan’s price increase is 58%, which is the steepest and could be a significant turnoff for many. However, the Individual plan’s price hike doesn’t seem too bad.
Despite all this, YouTube may face challenges in promoting the premium service, as users have alternative ways to get a seamless experience. From ad-free browsers to modded APKs, YouTube has a lot to contend with.