YouTube Premium’s monthly subscription price has increased by $2, reaching $13.99, while YouTube Music’s cost has also gone up by $1, now priced at $10.99.
The changes were implemented for new subscribers without any formal announcement, and the updated rates were quietly listed on the Premium website. The news was first noticed and reported by 9to5Google.
Family Premium plans had already increased to $22.99 per month
Notably, the family Premium plans had already increased to $22.99 per month last year, and this rate seems to have remained unchanged. Additionally, the annual subscription plan, introduced last year, is now going up by $20, reaching $139.99. YouTube Premium was initially launched as Music Key in 2014, as a collaboration with major music labels to provide a platform for music videos. It was rebranded to YouTube Red in the following year, focusing on original shows and competing in the streaming space. In 2018, it became YouTube Premium, with a separate emphasis on music streaming as a distinct service.
This marks the first price hike in the US since the introduction of YouTube Premium in 2018. A YouTube spokesperson, Jessica Gibby, stated that the increased price reflects the value of YouTube Premium, which offers ad-free viewing, background and offline play, and uninterrupted access to over 100 million songs through the YouTube Music app.
Company announced its shift towards creator-driven programming rather than TV-style originals
In January 2022, Susanne Daniels, the former YouTube original content chief, resigned after over six years. Subsequently, the company announced its shift towards creator-driven programming rather than TV-style originals. Despite moving away from making original shows, YouTube’s roster under Daniels included the hit series “Cobra Kai,” which continued to thrive after its move to Netflix in 2020.
With the price hike, YouTube Music’s subscription cost now aligns with competitors like Apple Music, Amazon Music, and Tidal, all at the $10.99 level. Spotify has maintained its price point at $9.99. Google has silently raised the subscription cost of YouTube Premium by a significant $2, increasing it from $12 to $14, as observed on the updated signup page reported by 9to5Google.
Furthermore, the annual price has surged from $120 to $140, offering a saving of approximately $28 for those who opt for the annual plan instead of the month-by-month option. Additionally, YouTube Music Premium experienced a price increase from $10 to $11 per month, following similar adjustments made by Apple and Amazon. These price hikes were introduced without any official announcement.
Provides users with various features
YouTube Premium, apart from removing ads, provides users with various features such as offline viewing and background playback, enabling uninterrupted video streaming even when the app is minimized or the phone screen is off. It also offers higher-quality 1080p streaming on selected platforms.
In the past, Google had increased the family Premium plan to $23 per month, and existing month-by-month subscribers were charged the new rate the following month. However, the company was more lenient during the rebranding of YouTube Red to Premium in 2018, as it maintained the $10 price for certain subscribers and continues to honor it for some users.
Interestingly, while implementing these price increases, YouTube has simultaneously taken measures against ad-blockers that enable ad-free viewing. Users have reported receiving pop-up messages indicating that YouTube will restrict video playback unless ad blockers are disabled or the site is whitelisted. The pop-up explains that ads are essential for keeping YouTube accessible to billions of users worldwide and encourages users to subscribe to YouTube Premium for an ad-free experience, as it ensures creators receive fair compensation.
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