Bad news for YouTube Premium subscribers around the world. The online video giant has just announced a new wave of price increases for its ad-free offerings, barely a year after the last hikes. And this time, it stings.
Increases of up to 50% in some countries
According to the many user reports on Reddit, YouTube has started sending emails to warn its Premium subscribers of the new rates that will be applied starting in November. And the least we can say is that Google is not doing things by halves.
In Ireland, Belgium, the Netherlands and Italy, for example, the family subscription will go from €17.99 to €25.99 per month, i.e. €8 more and an increase of almost 45%. The individual offer increases from €12.99 to €14.99. The same story in Switzerland, where the individual subscription goes from CHF 15.90 to CHF 17.90 and the family from CHF 23.90 to CHF 33.90. Increases of 30 to 50% that also apply in Sweden, Saudi Arabia, Singapore and Thailand.
France spared… for now
Good news, French subscribers do not seem to be affected by this new wave of increases yet. Prices remain at €12.99 for the individual offer and €23.99 for the family package. But for how long?
With these new prices, France has indeed become one of the cheapest countries in Europe to subscribe to YouTube Premium. It is therefore a safe bet that Google will end up aligning French prices with those of our neighbors in the coming months. Especially since YouTube is multiplying initiatives to encourage users to take out a paid subscription.
More and more advertising for non-subscribers
Because in parallel with these price increases, YouTube is getting tougher towards non-subscribers. After deploying ads on the pause screen of videos, including on televisions, the platform is now testing the display of 5 to 10 ads in a row before launching a video. Enough to push some to crack and take out their credit card.
But with prices now exceeding those of Spotify or Apple Music in many countries, YouTube runs the risk of seeing some of its subscribers turn to the competition, at least for music.
It remains to be seen how users will react to this umpteenth increase and whether Google will be able to convince more and more Internet users to pay. One thing is for sure, the price of peace and quiet on YouTube has never been higher.
