YouTube Premium just had its first major price hike in several years, showing that even Google is feeling the pinch of the unpredictable economic situation.
From November, the monthly cost of YouTube’s Premium Family plan – which allows up to six accounts to use the same subscription – will increase from $17.99 to $22.99 in the US and Canada and from £17.99 to £19.99 in the UK. The previous increase represents a 30% price increase. Australian users with the Premium family plan, currently priced at AU$22.99 per month, will not be affected by this increase, YouTube has confirmed to TechRadar.
The monthly cost increase will apply to new and existing YouTube Premium home users as of November 21, although “long-term and valuable members” have already started subscribing to the service prior to the change. brands from YouTube Red will remain using the same subscriptions until April 2023. After that, however, all users will be subject to the same monthly fees.
YouTube is raising the price of Premium Family subscriptions “to continue to provide great service and features,” according to an email notification sent to existing subscribers. This increase represents the first price change for any tier of YouTube Premium since 2018.
For now, YouTube Premium single-user plans aren’t affected by this increase – but it seems like it’s only a matter of time before a similar shake-up hits all service levels.
It looks like Google is bracing for a backlash when that finally happens. The company has established a support page (opens in a new tab) for users who would like to provide feedback on the aforementioned price increase for the YouTube Premium family plan. Why? Perhaps to gauge how angry a customer would be if they performed the same trick on all subscription levels.
A season of change
The family plan price hike comes after Google publicly tested what actually constitutes YouTube Premium. The service offers paid subscribers ad-free viewing, background playback, and the ability to download videos for offline use, but in recent months Google has flirt with the advent of a resolution paywall for free YouTubers – a system that can view 4K video playback exclusively for Premium subscribers.
Thankfully (at least for non-paying users), in October, Google confirmed that it had ended its trial of the settlement wall. However, if the company decides to raise the price of YouTube Premium across the board, affected subscribers will hope to earn more than the current Premium plan.
For more YouTube related content, check out our reports on how YouTube is taking mentions to the next level and why are we so happy about it YouTube Widgets Finally Arrived for iOS 16 and iPadOS.