On Friday, YouTube started informing subscribers that it will be raising Premium prices for all account types. Going forward, individual YouTube Premium plans will go from $13.99 to $15.99 per month; annual plans will rise from $139.99 to $159.99 per year; family plans will go from $22.99 to $26.99 per month; and student plans will increase from $7.99 to $8.99 per month. That's only taking into account YouTube's pricing itself. If you subscribe to Premium through the YouTube app on iOS, YouTube applies an extra fee to compensate for Apple's 30% cut. That's why this Redditor's individual plan is going to $20.99 per month. For its part, YouTube does inform the user that they can sign up directly through YouTube for the new $15.99 per month price.
To that point, users are not happy with this news. Scrolling through Reddit threads, I see nothing but frustration and dissatisfaction, with many threatening to cancel, or confirming they've ended their subscriptions then and there. One user called YouTube "greedy [bastards]," while others extol the virtues of ad blockers—which defeats one of the main perks of the subscription. As such, in recent years, Google started a war against ad blockers, making it much more difficult to use them with YouTube.
$15.99 isn't the most expensive streaming subscription out there, and YouTube Premium still comes with all the same benefits as before. But I'm not convinced YouTube can continue squeezing subscribers for more and more money before they start to see a subscriber exodus.
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