YouTube Premium prices surge: up to 56% increase in multiple countries
YouTube raises Premium subscription costs significantly in multiple countries, sparking user backlash and cancellations.
YouTube has announced substantial price increases for its Premium subscription service in several countries, sparking concerns among users about affordability and value. The price hikes, set to take effect on November 1, 2023, will impact subscribers in Argentina, Ireland, Switzerland, Australia, Austria, Chile, Germany, Poland, Turkey, Czech Republic, Singapore, United Arab Emirates, Malaysia, Saudi Arabia, Indonesia, Colombia, and Thailand, with increases ranging from 10% to over 50% depending on the plan and region.
According to emails sent to subscribers, the new pricing structure varies by country but represents significant jumps from previous rates. In Australia, for example, the individual monthly plan has increased from A$11.99 to A$16.99, marking a 41.7% rise. Family plan subscribers in some European countries are seeing even steeper increases, with reports of prices jumping from €18 to €26 per month - a 44.4% increase.
The new pricing structure varies significantly by country:
- Ireland, Netherlands, Italy, and Belgium:
- Individual plan: From €11.99 to €13.99 (16.7% increase)
- Family plan: From €17.99 to €25.99 (44.5% increase)
- Switzerland:
- Individual plan: From 15.90 CHF to 17.90 CHF (12.6% increase)
- Family plan: From 23.90 CHF to 33.90 CHF (41.8% increase)
- Denmark:
- Individual plan: From 119 DKK to 139 DKK (16.8% increase)
- Family plan: From 179 DKK to 259 DKK (44.7% increase)
- Sweden:
- Individual plan: From 119 SEK to 149 SEK (25.2% increase)
- Family plan: From 179 SEK to 279 SEK (55.9% increase)
- Norway:
- Individual plan: From 119 NOK to 169 NOK (42% increase)
- Family plan: From 179 NOK to 269 NOK (50.3% increase)
YouTube, a subsidiary of Google, stated in its communication to users that the decision to raise prices "wasn't made lightly." The company claims the increase will allow it to "continue to improve Premium and support the creators and artists you watch on YouTube." However, many subscribers have expressed frustration with the magnitude of the price hikes, especially given the current economic climate in many affected countries.
The new pricing structure affects all tiers of YouTube Premium, including individual, family, and student plans for both YouTube Premium and YouTube Music Premium. While existing subscribers will continue to pay their current rate for at least three months, new subscribers will be subject to the higher prices immediately.
YouTube Premium offers several benefits to subscribers, including ad-free viewing, background play, and offline downloads. The service also provides access to YouTube Music, the platform's streaming music service.
This price increase comes on the heels of YouTube's recent crackdown on ad-blocking software, which prevented users with active ad blockers from viewing content. The company had encouraged these users to switch to Premium tiers to avoid advertisements, a move that now appears more costly for consumers.
The price hikes have led to a wave of cancellations, with many users taking to social media to express their intent to unsubscribe. Some are considering alternatives, such as using ad-blocking software or switching to other streaming services.
This move by YouTube reflects a broader trend in the streaming industry, where companies are seeking to increase revenue amid rising content costs and market saturation. However, the substantial nature of these increases has raised questions about the long-term sustainability of such pricing strategies.
As of now, YouTube has not announced plans to introduce new features or content to justify the price increase. The company continues to face competition from other video streaming platforms and social media sites that offer video content, although YouTube remains the dominant player in the user-generated video space.
Key facts about the YouTube Premium price increase
- Effective date: November 1, 2024
- Affected countries: Argentina, Ireland, Switzerland, Australia, Austria, Chile, Germany, Poland, Turkey, Czech Republic, Singapore, United Arab Emirates, Malaysia, Saudi Arabia, Indonesia, Colombia, and Thailand
- Price increases vary by country and plan type, with some family plans seeing up to 56% increases
- Existing subscribers will retain current pricing for at least three months
- New subscribers are subject to the higher rates immediately
- The price hike affects all tiers of YouTube Premium and YouTube Music Premium