YouTube Premium raising prices on all plans
YouTube Premium raising prices on all plans
Rates will increase anywhere from $1 to $4 per month on YouTube Premium subscriptions.
It hasn’t exactly been the best week for frequent YouTube viewers. Users have been taking to social media to voice concerns over unskippable, 90-second ads across all YouTube videos, and it turns out that was just the tip of the iceberg. YouTube is also raising prices on its ad-free Premium subscription, with increased rates already live for new subscribers.
Key Details:
- None spared: YouTube Premium is raising subscription rates on all plans.
- Different rates: Depending on the plan, prices will rise from $1 to $4 per month.
- Denial: YouTube has pushed back on reports that it is rolling out longer, unskippable pause ads.
YouTube Premium prices are rising between $1 and $4 per month. Customers can see the new pricing schedule for ad-free YouTube in the table below:
| YouTube Premium plan | Old price | New price | Increase amount |
|---|---|---|---|
| Individual | $14 per month | $16 per month | $2 per month |
| Family | $23 per month | $27 per month | $4 per month |
| Lite | $8 per month | $9 per month | $1 per month |
| Music Premium | $11 per month | $12 per m | $1 per month |
The new prices are live for new YouTube Premium customers, so if you’ve been thinking about signing up, you’ve unfortunately missed your chance to do so at the old, lower rate. 9to5 Google reports that current YouTube Premium customers are being notified via email that their price will increase during their June billing cycle.
YouTube Premium will continue to offer an annual plan to individual subscribers for $160 per year once the price increase is put into effect. Divided over 12 months, that total comes to just over $13 per month, and represents a 15% discount over paying the monthly rate.
The streaming platform is already in damage control mode this week, and price increases on YouTube Premium won’t help matters much. YouTube was forced to take to X (the social media site formerly called Twitter) this week to deny reports that it had launched unskippable, 90-second ads on its connected TV apps.
YouTube does not have a 90-second non-skippable ad format. This isn’t something we are testing right now. We’re looking into this further.
— TeamYouTube (@TeamYouTube) April 9, 2026
If YouTube wants to continue drawing closer to subscription streaming services, it’s certainly going about it the right way. Increasing prices on its ad-free tier may drive some customers to cancel their accounts, but they’re likely to continue watching YouTube, and if they do, the platform will be able to collect ad revenue thanks to their views. So, the price increase on YouTube Premium is something of a win-win, from the streamer’s perspective.
YouTube TV
YouTube TV is a live TV streaming service with more than 60 channels for $82.99/month. This plan includes local channels 32 of the top 35 cable channels, and regional sports networks (RSNs) in select markets. The base plan includes more than 100 live channels, including major broadcast networks like ABC, CBS, FOX, and NBC, as well as popular cable channels such as ESPN, CNN, FX, USA Network, and TNT. Local channels are included in most markets, making YouTube TV a full replacement for traditional cable for many viewers.