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YouTube introduced its Premium Lite plan in India, priced at ₹89 per month, marking a strategic move to deepen its foothold in its largest global market of over 491 million users. The new tier offers ad-free video streaming across phones, laptops, and smart TVs, but with selective exclusions to keep pricing competitive. Unlike the standard ₹149 Premium plan, Premium Lite omits key features such as YouTube Music, offline downloads, and background play. Ads will continue appearing on Shorts, music videos, and search pages, signaling YouTube’s intent to balance user experience with monetization. The rollout underscores Alphabet’s broader pivot toward subscription-led growth, even as YouTube’s ad revenues reached $9.8 billion in Q2 2025. The platform said the move reflects its commitment to “offering flexible choices” in emerging economies, where affordability drives adoption. India’s crowded streaming landscape, led by players like Netflix, Disney+ Hotstar(Jio), and Spotify, has seen rising price sensitivity amid slower ad growth. By localizing pricing and limiting features, YouTube aims to convert its vast free audience into paying users, creating a new middle ground between free viewing and full-scale Premium. #Youtube #YoutubeFanfest #YouTubeIndia #YouTubePremiumLite #SpotifyPremium #NetflixPremium #JioHotstarPremium #FinTies #TIES #TiesIndia #Finance #Business #StartupNews

To monetise or not to monetise - is one of the biggest questions any founder building in ConsumerTech in India would be grappling with. Tune in to Season 4, Episode 9 of That One Idea to hear why Ranjeet Pratap Singh, co-founder & CEO of Pratilipi, feels that monetisation is the easiest part of the puzzle. 🙅🏽 CPMs (cost per mille, mille stands for thousand in Latin) for ads in India are abysmally low. 💡 For ads to become meaningfully large contributors to revenue, companies need to get to 20-30M DAUs. Getting to that scale needs capital infusion of ~$500M as rocket fuel. Not many companies in India have been able to raise such huge amounts of capital. Monetising users through content therefore become the primary stream of revenue. ⛳ But early skeptics pointed out that no one was able to monetise digital content alone. Until Spotify and Netflix turned on their revenue taps. 🎳 Then the narrative shifted to outline that nobody outside the US paid for content. Until Tencent in China upended the narrative. 🎯 Skeptics pointed at India - we had never paid for digital content. Until OTTs such as SonyLiv and Hotstar came along. Since then, the revenue pool from Indian consumers spending on binging content has only gone up exponentially. The tenets that hold true for 100 markets, will likely remain true for the 101st market. Full episode: https://lnkd.in/gUuiqT3M Anjali Manish Ashish

⸻ 🌍 This Week’s Top 5 – Family Money Hacks Online By Thomas Lund & ChatGPT ⸻ 1. Bundle, don’t jumble Look for packages that combine internet, TV, and mobile. It’s usually cheaper than paying for each separately. Bonus: one bill, fewer panic-checking moments. ⸻ 2. Cut down the streaming jungle Track who actually watches what. Cancel services that gather dust. Share accounts with family or friends where legally allowed—Netflix, Disney+, and HBO Max can often be shared across multiple devices. ⸻ 3. Auto-cancel subscriptions Use apps or calendar reminders for trial periods. Many forget they’re still paying for Hulu, Spotify, or Audible even when unused. Small amounts add up fast. ⸻ 4. Smarter Wi-Fi, not pricier Place your router centrally, use Wi-Fi extenders, or switch to a provider with better coverage. Faster, more stable internet = fewer frustrations, fewer extra fees. ⸻ 5. Go family-plan over individual Spotify, Apple Music, YouTube Premium, even Amazon Prime: family or student plans save 30–50% per person. More music, fewer bills—and maybe less fighting over playlists. ⸻ 👉 Bottom line: Stop paying for what you don’t use, and share where you can. Small online adjustments can lead to big real-life savings. 👉 Remember to like – it only takes 1 second and makes a huge difference! #Top5 #ThomasLund&ChatGPT

Spotify has loosened restrictions on its free tier: mobile users can now search, pick, and play individual tracks. Ads, limited minutes, and no queuing remain, but the gap to Premium has narrowed. This is a deliberate pricing play. Gen Z demands choice, YouTube and TikTok are fierce rivals, and 60% of Premium users start on free. More engagement means stronger ad revenues and a bigger funnel for conversion. The risk is clear. Premium still delivers ~90% of revenue. If free feels “good enough,” upgrades stall. Research shows freemium only works if the value gap between free and paid remains obvious. Netflix’s ad tier proves it can work—94m users, 55% of new sign-ups—but only because the trade-offs are crystal clear. Spotify must tread the same line: free must tease value, not replace it. For pricing teams: Treat free as a testbed. Keep limits sharp, monitor cohort ARPU, and adjust fast if conversion dips. For executives: Free should expand the funnel, not eat it. Build pricing models where ad growth and Premium loyalty rise together. Sources: https://lnkd.in/gmv9Qrvg https://lnkd.in/g5MewVqM https://lnkd.in/gpsmsU2g #pricingnews #taylorwellspricing #spotifypricing

Spotify has loosened restrictions on its free tier: mobile users can now search, pick, and play individual tracks. Ads, limited minutes, and no queuing remain, but the gap to Premium has narrowed. This is a deliberate pricing play. Gen Z demands choice, YouTube and TikTok are fierce rivals, and 60% of Premium users start on free. More engagement means stronger ad revenues and a bigger funnel for conversion. The risk is clear. Premium still delivers ~90% of revenue. If free feels “good enough,” upgrades stall. Research shows freemium only works if the value gap between free and paid remains obvious. Netflix’s ad tier proves it can work—94m users, 55% of new sign-ups—but only because the trade-offs are crystal clear. Spotify must tread the same line: free must tease value, not replace it. For pricing teams: Treat free as a testbed. Keep limits sharp, monitor cohort ARPU, and adjust fast if conversion dips. For executives: Free should expand the funnel, not eat it. Build pricing models where ad growth and Premium loyalty rise together.

A few days ago, I walked into an ice cream shop that had a big board outside: “First scoop free.” I went in. But here’s the catch I didn’t stop at one scoop. I ended up buying a double sundae (with toppings I didn’t even plan for). That’s when I realised in economics, free is never free. “Free” isn’t about giving away value it’s about lowering barriers, building habits, and nudging us into spending more than we expected. Think about it: Google gives free search, mail, maps yet monetizes our attention. Spotify lets you stream for free, but the ads push you towards premium. Retailers offer buy one get one “free,” but you leave with a cart full. The psychology is simple: free feels irresistible. But the economics is smarter it turns curiosity into loyalty, and loyalty into revenue. So next time you grab something free, pause and ask: Am I the customer or the product?

The biggest brands use personalized video to connect with consumers: 🎧 Spotify Wrapped made listening data cool. 🥤 Coca-Cola turned a bottle into a shareable video. 🚗 Uber transformed driver stats into recognition. See how these companies and others are using personalized video to build loyalty, spark emotion, and drive results (and how you can implement a similar strategy in your organization): https://lnkd.in/gNRwiZrn

🎧 Amazon Ads x Spotify integration. Can you imagine your brand reaching people not just when they scroll, but when they listen? Since early October, advertisers can use Amazon DSP to buy Spotify audio ads programmatically across nine markets: the US, UK, Canada, Germany, France, Italy, Spain, Brazil, and Mexico. More countries will follow in 2026. I think this is a smart move from both sides. Spotify brings emotional connection and daily engagement, while Amazon brings first-party shopping data and measurement power. Together, they create something brands have been chasing for years: a bridge between awareness and intent. According to GWI, 90% of Spotify users listen daily, for over two hours, and 65% say their time there feels more positive than social media. That’s a valuable context for storytelling, especially in a world where attention is scattered. 💡 Here's my tips if you are a brand owner: - Use Amazon’s audience data to target real shoppers, not just listeners. - Treat audio as part of your full-funnel strategy, and connect it with your display and video campaigns. - Measure uplift in brand searches or conversions, not just impressions. This integration isn’t just about adding another ad format; it’s about smarter orchestration across channels. 👉 Read more from Amazon: https://lnkd.in/ehBVysRf 👉 And from Spotify: https://lnkd.in/evKWVcxG Would you include Spotify in your next retail media mix? #AmazonAds #Ad #Spotify #RetailMedia #AudioAds #Ecommerce #Programmatic #AmazonDSP #10XCREW

Day 2 – North Star Metric 🌟 Every product needs a North Star Metric (NSM) one number that best captures the value delivered to customers. Examples: 📌 Spotify → Time spent listening 📌 Airbnb → Nights booked 📌 WhatsApp → Messages sent 👉 Why it’s powerful: 1. Prevents chasing vanity metrics 2. Keeps teams customer-focused 3. Aligns short-term tasks with long-term growth What’s your product’s North Star Metric? #NorthStarMetric #Growth #ProductManagement

Your Emails Don’t Compete With Other Brands. They compete with Netflix. With Spotify. With TikTok. Your customer’s inbox isn’t empty—it’s noisy. So why should they open yours? 👉 Because it entertains. 👉 Because it teaches. 👉 Because it solves a problem. Not because it screams: “FLASH SALE – 20% OFF!” If your emails feel like spam, they’ll be treated like spam. But if your emails feel like value, they’ll be remembered. The inbox is prime real estate. Don’t waste it. #EmailMarketing #Retention #CustomerJourney #DigitalGrowth #BrandVoice