Google has implemented a significant price increase for YouTube Premium subscriptions, making ad-free video watching and music streaming on YouTube and YouTube Music more expensive.
Individual users who were previously paying $11.99 per month will now have to shell out $13.99 monthly. For iOS users, the charge rises to $18.99.
Better Service and Features Promised Amidst Rate Hike
According to a Google spokesperson, the rate hike comes with the promise of providing users with enhanced service and features.
The increased subscription fees will be visible to users soon. Premium subscribers will continue to enjoy their favorite YouTube videos unrestricted, while YouTube Music users will have access to over 100 million songs.
Previous Hike in 2018 and Competition Impact YouTube Music Premium Rates
This isn’t the first time YouTube has increased its premium subscription plan. In 2018, the plan, then known as Red, witnessed a hike.
YouTube Music Premium rates are also seeing an upward trend due to competition from music streaming platforms like Amazon Music, Spotify, and Apple Music.
Existing users will experience the new rates in their next billing cycle, while new users will need to subscribe at the revised rates.
Premium Users to Enjoy Faster Video Playback
In an effort to enhance user experience, YouTube Premium users will soon have the option to watch videos at 2x speed.
Google is currently testing this feature, and it may be rolled out in the coming days. Premium users can explore this feature during the testing period until August 13.
Upon successful testing, the feature is likely to become available for all users.
With the increased subscription charges, YouTube Premium users will be closely observing the promised improvements in service, while music enthusiasts will assess the value proposition in light of heightened competition in the streaming industry.
