YouTube, like many other streaming services, has decided to increase the prices of its Premium plans for individual users in the U.S.
The monthly cost has been raised from $11.99 to $13.99. SurgeZirc NG learned that the price change will affect both old and new subscribers.
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This change comes after a previous price increase in family plans in various countries, where the cost went up from $17.99 to $22.99 per month for U.S. customers.
The update to the individual plan was first noted by 9to5Google and is now live on the YouTube Premium page.
A YouTube spokesperson stated that the price adjustment was necessary to continue delivering excellent service and features to subscribers.
They emphasized the value of YouTube Premium, which provides an ad-free viewing experience, background and offline play, and uninterrupted access to over 100 million songs through the YouTube Music app.
These perks are intended to enhance the overall user experience.
Users will be required to pay the new prices starting from their next billing cycle.
However, those who have been subscribed to YouTube Premium since its launch five years ago will receive three additional months at their current price as a gesture of appreciation.
YouTube Premium offers various benefits, such as ad-free viewing, video downloads, higher quality streaming (1080p), the ability to resume videos from where you left off, and access to YouTube Music.
The company also occasionally rolls out experimental features exclusively for Premium subscribers, like changing playback speed and a lock screen feature to prevent accidental touches.
In addition to the individual plan, Google is also raising the price of its YouTube Music plan from $9.99 to $10.99 per month.
This follows similar subscription price hikes from competitors like Apple Music and Amazon Music, both of which offer their streaming services at the same price point.
However, Spotify’s individual plan remains at $9.99 per month.
Lately, several rival video services, including Apple TV+, Paramount+, and Peacock, have also announced price increases.
Netflix had raised its prices the previous year and has since taken measures to tackle password sharing, prompting users to either pay more or add an extra member to their plans.
To encourage more users to opt for premium plans, YouTube has taken actions like restricting ad-blockers and conducting experiments, such as briefly making 4K streaming available behind a paywall.
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In November of the previous year, YouTube reported having over 80 million subscribers across its Music and Premium offerings.
With Google’s earnings report coming up, the company appears to be actively seeking ways to increase its paid user base.
