YouTube Premium has just increased its prices, and there was no prior notice.
YouTube Premium is set to increase prices, and every plan will be impacted.
Update: This article has been amended with official communication from YouTube. The original content is as follows.
We recently reported on YouTube displaying 90-second unskippable ads to users without Premium subscriptions. Although YouTube claims it is not testing such extended ad formats, it may have been gauging reactions prior to a public rollout.
Since their experiment or bug backfired, leading to understandable backlash from users, YouTube appears to be taking a different route that still affects paying customers rather than free users.
YouTube
In a statement to Digital Trends, YouTube declared, “To maintain our great service and features, we’re raising the price to $15.99/month. These decisions are not made lightly, but this adjustment will allow us to enhance Premium and support the creators and artists you enjoy on YouTube. You’ll see this change on your billing date of May 16, 2026.”
It looks like YouTube is adopting the strategy of Netflix, a company known for discreetly increasing its subscription fees.
Are all plans experiencing a price hike?
Sadly, yes. The Premium individual plan will rise from $13.99 to $15.99. The Family plan is increasing from $22.99 to $26.99 per month. Even the less expensive options are not exempt.
YouTube Premium Lite will go from $7.99 to $8.99, and the Student plan will see the same $1 increase, moving from $7.99 to $8.99 monthly. No plan remains unaffected.
Premium plan categories | YouTube Premium prices (Old) | YouTube Premium prices (New)
---|---|---
Individual monthly plan | $13.99 | $15.99
Individual yearly plan | $139.99 | $159.99
Family monthly plan | $22.99 | $26.99
YouTube Lite monthly plan | $7.99 | $8.99
YouTube Student monthly plan | $7.99 | $8.99
YouTube is not only increasing monthly costs but also raising annual prices for its Premium tier. The new prices will certainly impact your budget, as shown in the table above.
Is YouTube Premium still worth the investment?
That depends on how much you value an ad-free experience. At $15.99 a month, you're nearing the price of other popular streaming services like Netflix or HBO Max. The distinction lies in YouTube's extensive content library, which is mostly free; you're essentially paying to eliminate ads and access some experimental features.
If you're uncertain, considering the annual plan could offer savings compared to paying monthly. For others, it's a moment to reflect on how bothersome those skippable ads truly are or how much strain your budget can tolerate before you decide to cancel your subscription.
Rachit is an experienced tech journalist with over seven years of experience in the consumer technology sector.
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YouTube Premium has just increased its prices, and there was no prior notice.
YouTube Premium prices are increasing for all plans. The individual plan will rise from $13.99 to $15.99, and the Student and Lite plans are also affected.