YouTube Premium has just received its first major price increase in several years, suggesting that even Google is feeling the pinch of an unpredictable economic climate.
Starting in November, the monthly cost of YouTube’s Premium Family Plan – which allows up to six accounts to use the same subscription – will jump from $17.99 to $22.99 in the US and Canada and from £17.99 to £19.99 in the UK. The first increase represents a 30% price increase. We have contacted Google to confirm any equivalent increases for users in Australia, whose Premium family plan is currently priced at AU$22.99 per month.
The monthly cost increase will apply to new and existing users of the YouTube Premium family starting November 21, though “long-time and valued members” who started subscribing to the service prior to YouTube Red’s rebrand will remain the same. subscription plans until April 2023. After that, however, all users will be subject to the same monthly fees.
YouTube is raising the price of its Premium family subscription “to continue offering great services and features,” according to a notification email sent to existing subscribers. The increase represents the first price change on any YouTube Premium tier since 2018.
At the moment, YouTube Premium’s single-user plans aren’t being affected by the increase – but it seems only a matter of time before a similar change hits all tiers of the service.
It looks like Google is bracing for a backlash when that eventually happens too. The company set up a support page (opens in new tab) for users who want to give feedback on the mentioned price increase in the YouTube Premium family plan. Because? Probably to gauge how annoyed your customers would be if they did the same trick at every subscription level.
a season of change
The family plan price hike comes after Google’s very public experiments with what actually constitutes YouTube Premium. The service offers fee-paying subscribers ad-free viewing, background playback and the ability to download videos for offline use, but in recent months Google has flirted with introducing a resolution paywall for free YouTube users – a system that would see 4K video playback exclusive to Premium subscribers.
Fortunately (for non-paying users at least), Google confirmed in October that it had ended its resolution paywall test. However, if the company decides to raise the price of YouTube Premium overall, affected subscribers expect to get more for their money than they would with the current Premium package.
For more YouTube-related content, check out our reports on how YouTube is taking account mentions to the next level and why we’re so happy YouTube widgets are finally here for iOS 16 and iPadOS.