Google-owned video platform YouTube is raising the price of its Premium tier in several European countries, and might do the same for YouTube Premium subscribers in the United States, too.
Over the weekend, several YouTube Premium subscribers in countries like Ireland, the Netherlands, Belgium and Switzerland received notifications that the cost of their service will increase in November. In most cases, prices for YouTube Premium and YouTube Premium Family are going up.
In most European countries, the cost of YouTube Premium will rise to €14 per month (around U.S. $15.57 per month), an increase of about €2 ($2.20) from the current price of €12 per month ($13.35 per month). The cost of YouTube Premium Family is also increasing to €26 per month (around U.S. $28 per month), up about €8 ($8.90). Similar price adjustments will also affect users in Sweden and Switzerland, with comparable prices in local currencies. YouTube Premium Family allows YouTube Premium subscribers to share their membership with several others living within the same household.
The last time YouTube increased the international prices of its YouTube Premium plan was in November 2023, when users in several European and Asian countries were notified about a rate hike. The increase also impacted YouTube Premium subscribers in Australia. The international hike was preceded by an increase in the United States, which brought the cost of YouTube Premium to its current rate of $14 per month for an individual plan or $23 per month for a family plan.
YouTube typically rolls out price adjustments in phases, with customers in different parts of the world impacted at different times, owed to the fractured nature of Google and YouTube’s regional businesses. Existing YouTube Premium subscribers are notified at least 30 days before a price adjustment, the company says on a Frequently Asked Questions (FAQ) page associated with YouTube subscription features.
Google and YouTube did not offer a reason for the upcoming price adjustments in Europe, but advertising has become a bigger part of Google and YouTube’s business, and the company has solidified YouTube’s position as one of the most-watched apps on smart TVs around the world. In the United States, YouTube overtook Disney as the most-consumed media brand two months ago, according to Nielsen, and similar trends have been experienced in other countries.
