Despite its aggressive ad enforcement, YouTube Premium is struggling to win over Indian users. With less than 5% of India’s YouTube audience subscribing to the service, it’s clear that the platform’s messaging is falling flat.
Industry experts say that the problem lies in YouTube’s pitch. “Paying to not see something still feels counterintuitive to most digital users in India,” says Sindhu Biswal, CEO and founder of BuzzLab. Instead of highlighting the benefits of an ad-free experience, YouTube Premium’s messaging focuses on removing annoyances.
But for those who have taken the leap, YouTube Premium is a game-changer. Users rave about the service’s smooth, addictive experience, and features like background play and downloads. So why aren’t more Indians signing up?
The answer lies in YouTube’s communication problem. The platform needs to shift its narrative from “remove the annoyance” to “unlock a better experience.” Until then, YouTube Premium will remain a niche product in India.
As Arjit Sachdeva, co-founder of, notes, “YouTube is betting on its content moat to shift user behavior. But the execution might undermine what’s otherwise a smart model.” With ad fatigue on the rise in India, YouTube needs to rethink its approach to winning over users.
