Update: This story has been updated with official customer communication from YouTube. The original story is as follows.
We just reported on YouTube showing 90-second unskippable ads to non-YouTube premium members, and while YouTube denies even testing such long ad formats, it’s possible they were testing the waters before releasing it to the public.
Since the bug or test backfired, generating understandable negative reactions from viewers, it seems that YouTube is taking a different approach to skin the same cat. The only difference is that instead of free users, the change will impact its paid customers.
In a statement to Digital Trends, YouTube has stated, “To continue delivering great service and features, we’re increasing your price to $15.99/month. We don’t make these decisions lightly, but this update will allow us to continue to improve Premium and support the creators and artists you watch on YouTube. You will see the change reflected on your May 16, 2026, billing date.”
It seems YouTube is following Netflix’s playbook, a company notorious for quietly raising its subscription prices.
Does every plan get a price increase?
Unfortunately, yes. The Premium individual plan is going up from $13.99 to $15.99. The Family plan is jumping from $22.99 to $26.99 per month. Even the more affordable options aren’t safe.
YouTube Premium Lite is going from $7.99 to $8.99, and the Student plan is getting the same $1 bump, going from $7.99 to $8.99 monthly. No plan escapes unscathed.
| Premium plan categories | YouTube Premium prices (Old) | YouTube Premium prices (New) |
| Individual monthly plan | $13.99 | $15.99 |
| Individual yearly plan | $139.99 | $159.99 |
| Family monthly plan | $22.99 | $26.99 |
| YouTube Lite monthly plan | $7.99 | $8.99 |
| YouTube Student monthly plan | $7.99 | $8.99 |
YouTube is not only increasing monthly prices but also yearly prices for its Premium tier. You can see how much the new prices are gonna hurt your wallet in the table above.
Is YouTube Premium still worth it?
That depends on how much you value an ad-free experience. At $15.99 a month, you’re paying close to what many people pay for popular streaming services like Netflix or HBO Max. The difference is that YouTube’s content library is massive and largely free, and you’re essentially paying to remove ads and test some experimental features.
If you’re on the fence, switching to the annual plan could help you save compared to paying monthly. For everyone else, this is one of those moments when you weigh how much those skippable ads really bother you or how big a hit you can take on your wallet before canceling the subscription.
