YouTube is taking significant strides to enhance user experience on its platforms with the introduction of new features in YouTube Music and a revised subscription model for YouTube Premium. Following an extensive testing phase, YouTube Music is now rolling out its multi-track radio stations, allowing users to effortlessly curate personalized radio experiences based on their favorite tracks.
As of March 22, 2025, the Quick Picks functionality in YouTube Music reflects this advancement. Users will notice a newly added ‘+’ button next to songs in the Quick Picks carousel. This allows users to select multiple songs to create a customized radio station. By tapping on the “Start radio” button at the top right corner, they can instantly begin enjoying a stream of music tailored to their choices, while the “x” button provides the option to stop the music whenever they prefer. This handy feature has been in testing since August 2024, and its rollout is expected to reach all users gradually over the next few weeks. Reportedly, the Quick Picks carousel shows a '+' button to create a radio station based on selected songs, enhancing the usefulness of this menu for users seeking a more interactive listening experience.
In tandem with improvements in music streaming, YouTube has introduced YouTube Premium Lite, a revised subscription option aimed at users seeking a more affordable experience. Previously launched in 2021 and subsequently discontinued, YouTube Premium Lite made its return in March 2025. This budget-friendly version eliminates the YouTube Music Premium features but serves to provide users with an ad-free video playback experience at a reduced price.
The standard YouTube Premium subscription typically costs $14 per month, while the Lite version is available at a lower cost, appealing to users who may find the full membership prohibitively expensive. However, the removal of premium features can leave some potential subscribers feeling that the offering is lacking. For instance, the absence of offline downloads and full background play support restricts what users can enjoy under this plan. To address these shortcomings, suggestions have been made to introduce limited offline downloads that allow users a taste of premium features without overwhelming them.
For families, the YouTube Premium family plan offers greater value at $23 a month, providing access for up to six individual accounts—less than $4 a month per person in a family of six. Similar pricing structures for YouTube Premium Lite could further enhance its appeal. If Google were to introduce a family or duo option for the Lite tier, it would significantly lower the expense for users looking to share a subscription. Adding an upfront purchase discount, similar to the 15% savings offered on annual subscriptions for the full service, might also bolster interest in the Premium Lite option.
Moreover, catering to students presents another opportunity for growth in subscription numbers. Currently, YouTube Premium offers a tier at $8 per month for student subscribers; however, the Lite version also costs $8 while providing fewer benefits. Establishing a distinct student tier priced lower than $8 could attract a larger demographic of budget-conscious students eager for some of the YouTube experience without the entire financial burden. Many students express a desire for ad-free viewing, excluding limited access to music streaming.
Additionally, the relaunch of YouTube Premium Lite extended access to the US after initial launches in countries like Australia, Germany, and Thailand. Its restricted availability as a pilot program in these select markets raises questions about future worldwide rollout. Google's focus on expanding Premium Lite to more countries, including Europe and emerging markets, could potentially unlock a wider user base, especially among users who are solely interested in an ad-free viewing experience. As YouTube Premium Lite continues to evolve, there is potential for Google to convert Lite subscribers into full Premium members by introducing additional features based on user feedback and demand.
