YouTube Sneakily Raises Premium Subscription Price by $2

YouTube has sneakily increased the price of its YouTube Premium subscription service for customers in the United States.

As first reported by 9to5Google, the popular video streaming platform has raised its monthly subscription fee by $2, bringing the new cost to $13.99 per month.

The price increase has gone into effect for both new and existing subscribers, marking the first change in YouTube Premium's pricing since 2018.

Behind the Recent Price Increase

YouTube Premium, previously known as "Red," offers an array of exclusive features, making it an attractive option for avid YouTube users.

Subscribers can now enjoy an ad-free YouTube experience, download videos for offline viewing, and play videos behind a locked screen on their mobile devices.

Additionally, the subscription includes access to YouTube Music Premium, providing uninterrupted streaming of over 100 million songs.

While the price increase is live for new subscribers signing up through youtube.com/premium, those subscribing via the iOS YouTube app will see a steeper monthly fee of $18.99, reflecting the platform's attempt to mitigate Apple's App Store fees.

YouTube's Statement

A YouTube spokesperson explained the rationale behind the price adjustment, stating, "We're updating the price for YouTube Premium and YouTube Music Premium subscribers in the US to continue delivering great service and features."

The spokesperson followed this, stating, "We believe this new price reflects the value of YouTube Premium, which allows subscribers to enjoy ad-free YouTube with background and offline play and uninterrupted access to over 100M songs with the YouTube Music app."

What This Means for Subscribers

The price hike does not only affect individual subscribers; family Premium plans have also seen a price increase, with the cost now set at $22.99 per month.

For subscribers seeking a more budget-friendly option, 9to5Google reports that the annual YouTube Premium subscription, introduced in January 2022, will now cost $139.99, a $20 increase. Subscribers opting for the annual plan can save $27.89 compared to the monthly rate.

In a bid to ramp up its user base for Music and Premium offerings, YouTube announced last November that it had successfully amassed over 80 million subscribers. As the tech giant prepares to release its financial report next week, it is going all out to increase its paying user base.

Recent Changes from YouTube

YouTube's last pricing update for its Premium subscription service was in 2018 when it rebranded as YouTube Premium and introduced YouTube Music Premium as part of the package.

Since then, the platform has continued to enhance its offerings, such as introducing higher video quality options, improved multi-screen support, and compatibility with Apple's iOS SharePlay feature, but exclusively for YouTube Premium subscribers.

The company is also taking measures to tackle ad-blockers, aiming to bolster its revenue generation and support content creators on the platform.

For existing subscribers, the new pricing will take effect on their next billing cycle. YouTube will send out emails to subscribers explaining the changes, ensuring transparency and clarity in the process.

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