{"id":104128,"date":"2025-04-16T09:17:25","date_gmt":"2025-04-16T08:17:25","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=104128"},"modified":"2025-04-16T09:17:28","modified_gmt":"2025-04-16T08:17:28","slug":"youtube-premium-lite-to-launch-in-south-korea-unbundling-music-from-its-premium-plan","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/youtube-premium-lite-to-launch-in-south-korea-unbundling-music-from-its-premium-plan\/","title":{"rendered":"YouTube Premium Lite to launch in South Korea: Unbundling music from its Premium plan"},"content":{"rendered":"\n<h2 style=\"user-select: auto;\"><span style=\"color: #3366ff; user-select: auto;\">Google plans to launch YouTube Premium Lite following South Korea\u2019s antitrust concerns, potentially reshaping the country\u2019s music streaming landscape.<\/span><\/h2>\n\n\n\n<h3>YouTube shaking things up in South Korea<\/h3>\n\n\n\n<p>Big <a href=\"https:\/\/koreajoongangdaily.joins.com\/news\/2025-04-15\/business\/tech\/Google-planning-to-unbundle-YouTube-Premium-music-streaming-service-in-Korea\/2285350\" target=\"_blank\" rel=\"noreferrer noopener\">changes<\/a> could be coming to YouTube Premium in South Korea. Following an antitrust investigation by the country\u2019s Fair Trade Commission (FTC), YouTube is reportedly planning to launch YouTube Premium Lite in South Korea. This move could either see <a href=\"https:\/\/routenote.com\/blog\/free-youtube-music-distribution-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube Music<\/a> unbundled from its standard Premium subscription, or an additional lower tier subscription offered without YouTube Music.<\/p>\n\n\n\n<h3>Why the FTC is getting involved<\/h3>\n\n\n\n<p>Last year, South Korea\u2019s FTC began investigating Google Korea over concerns that bundling YouTube Music with YouTube Premium was unfairly hindering local streaming services. The FTC focused on the argument that YouTube was using its dominant market position to steer users toward its own music service at the expense of domestic alternatives.<\/p>\n\n\n\n<p>As part of ongoing negotiations, the FTC is negotiating a \u2018consent decision\u2019 with Google Korea. This would allow them to end their investigation if Google proposes a suitable remedy. According to <a href=\"https:\/\/koreajoongangdaily.joins.com\/news\/2025-04-15\/business\/tech\/Google-planning-to-unbundle-YouTube-Premium-music-streaming-service-in-Korea\/2285350\" target=\"_blank\" rel=\"noreferrer noopener\">Korean JoongAng Daily<\/a>, that remedy appears to be the introduction of YouTube Premium Lite.<\/p>\n\n\n\n<h3>What is YouTube Premium Lite?<\/h3>\n\n\n\n<p>YouTube previously <a href=\"https:\/\/routenote.com\/blog\/youtube-premium-lite\/\" target=\"_blank\" rel=\"noreferrer noopener\">tested<\/a> Premium Lite in 2021, but <a href=\"https:\/\/routenote.com\/blog\/youtube-discontinues-premium-lite\/\" target=\"_blank\" rel=\"noreferrer noopener\">discontinued<\/a> it last year. YouTube have since relaunched the stripped-down plan in the <a href=\"https:\/\/routenote.com\/blog\/youtube-premium-lite-us-expansion\/\" target=\"_blank\" rel=\"noreferrer noopener\">US<\/a>, <a href=\"https:\/\/routenote.com\/blog\/youtube-premium-lite-expands-to-germany-thailand-and-australia\/\" target=\"_blank\" rel=\"noreferrer noopener\">Australia, Germany, and Thailand<\/a>. The Lite version offers a middle-ground subscription between the free and Premium experience. It gives subscribers ad-free YouTube viewing at roughly half the price (around $7.99 in the US, compared to $13.99 for full Premium), without access to YouTube Music, offline downloads, and background play.<\/p>\n\n\n\n<p>Whether YouTube will remove YouTube Music from Premium, and\/or offer this Lite alternative remains to be seen.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"SfOZIcUz6b\"><a href=\"https:\/\/routenote.com\/blog\/youtube-premium-lite-expands-to-germany-thailand-and-australia\/\">YouTube Premium Lite expands to Germany, Thailand and Australia<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;YouTube Premium Lite expands to Germany, Thailand and Australia&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/youtube-premium-lite-expands-to-germany-thailand-and-australia\/embed\/#?secret=SfOZIcUz6b\" data-secret=\"SfOZIcUz6b\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>What this means for Korea\u2019s music streaming market<\/h3>\n\n\n\n<p>This change could significantly shake up the Korean music streaming market. According to the Korean Creative Content Agency, many users only access YouTube Music through the bundled service. As a result, domestic platforms have experienced a steady decline in market share since YouTube began bundling its music service with Premium in 2020.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><a href=\"https:\/\/koreajoongangdaily.joins.com\/news\/2025-04-15\/business\/tech\/Google-planning-to-unbundle-YouTube-Premium-music-streaming-service-in-Korea\/2285350\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cSince Google began bundling YouTube Music with YouTube Premium in September 2020, the number of users on Korean music streaming platforms has dropped sharply.\u201d<\/a><\/p><cite>An anonymous source from a domestic platform<\/cite><\/blockquote>\n\n\n\n<p>As of February 2025, YouTube Music was the leading music streaming service in South Korea with 7.24 million monthly active users (MAUs), according to Mobile Index. This massively outperformed major domestic platforms like <a href=\"http:\/\/routenote.com\/blog\/how-to-distribute-music-on-melon\/\" target=\"_blank\" rel=\"noreferrer noopener\">Melon<\/a> (6.77 MAUs), <a href=\"https:\/\/routenote.com\/blog\/routenote-genie-bring-your-music-to-millions-in-south-korea\/\" target=\"_blank\" rel=\"noreferrer noopener\">Genie<\/a>, <a href=\"https:\/\/routenote.com\/blog\/routenote-partners-flo-south-korea\/\" target=\"_blank\" rel=\"noreferrer noopener\">Flo<\/a>, <a href=\"http:\/\/routenote.com\/blog\/music-distribution-south-korea\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vibe<\/a>, <a href=\"http:\/\/routenote.com\/blog\/how-to-distribute-music-on-bugs\/\" target=\"_blank\" rel=\"noreferrer noopener\">Bugs<\/a>, and even <a href=\"https:\/\/routenote.com\/blog\/upload-your-music-to-spotify-for-free\/\" target=\"_blank\" rel=\"noreferrer noopener\">Spotify<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-routenote-blog wp-block-embed-routenote-blog\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"utXg4qrW9F\"><a href=\"https:\/\/routenote.com\/blog\/youtube-music-in-south-korea\/\">YouTube Music becomes one of the most popular streaming services in South Korea<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;YouTube Music becomes one of the most popular streaming services in South Korea&#8221; &#8212; RouteNote Blog\" src=\"https:\/\/routenote.com\/blog\/youtube-music-in-south-korea\/embed\/#?secret=utXg4qrW9F\" data-secret=\"utXg4qrW9F\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3>Looking ahead<\/h3>\n\n\n\n<p>Korean music services will be hoping that this change could help platforms regain lost ground. Users who only previously migrated because of the bundled YouTube service may now reconsider if a cheaper YouTube subscription is available without music.<\/p>\n\n\n\n<p>However, there\u2019s also concern that more pricing options could further assert YouTube\u2019s grip on the market.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p><a href=\"https:\/\/www.theinvestor.co.kr\/article\/10465906\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cThere is a risk that more users will be drawn into YouTube\u2019s ecosystem by attractive pricing, reinforcing its market dominance while further marginalizing local platforms.\u201d\u00a0<\/a><\/p><cite>An anonymous industry observer<\/cite><\/blockquote>\n\n\n\n<p>Whether this new subscription model helps rebalance Korea\u2019s music streaming economy or further tilts the scales in YouTube\u2019s favour is yet to be seen. For now, all eyes are on the FTC to consider how Google decides to move forward.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/routenote.com\/blog\/what-is-youtube-content-id\/\" target=\"_blank\" rel=\"noreferrer noopener\">Make money from your music across YouTube with YouTube&#8217;s Content ID system. Distribute your music for free to YouTube Music, and YouTube Shorts with RouteNote!<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google plans to launch YouTube Premium Lite following South Korea\u2019s antitrust concerns, potentially reshaping the country\u2019s music streaming landscape.<\/p>\n","protected":false},"author":47,"featured_media":104129,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1,6628],"tags":[70,4161,10744,28137],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>YouTube Premium Lite to launch in South Korea: Unbundling music from its Premium plan - RouteNote Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/routenote.com\/blog\/youtube-premium-lite-to-launch-in-south-korea-unbundling-music-from-its-premium-plan\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"YouTube Premium Lite to launch in South Korea: Unbundling music from its Premium plan - 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