What just happened? Google has raised the subscription cost of YouTube Premium, which provides an ad-free experience on the video sharing platform, in multiple markets worldwide. This latest round of price increases comes just a year after the company hiked rates in the US, where the cost of an individual YouTube Premium plan rose from $11.99 to $13.99, and the family plan jumped from $17.99 to $22.99.
Subscribers in Europe are the hardest hit by the recent price hikes, but users in other regions will also see their bill go up as the new plans take effect. Those subscribing through Apple are facing the steepest increase, while users who sign up or renew directly via the YouTube website will benefit from a discount.
In Switzerland, individual plan costs are going from 15.90 CHF to 17.90 CHF and family plans are jumping from 23.90 CHF to 33.90 CHF. In Belgium, Ireland, Italy, and the Netherlands, individual plans increased from €11.99 to €13.99, while family plans soared from €17.99 to €25.99.
Users in Denmark will now pay 139 DKK for an individual plan, up from 119 DKK, and 259 DDK for a family plan (previously 177 DKK). In Sweden, the individual plan now costs 149 SEK, up from 119 SEK, while family plans jumped from 179 SEK to 279 SEK. Similar price hikes have impacted subscribers in Singapore, UAE, Malaysia, Saudi Arabia, Czech Republic, Indonesia, Colombia, Norway, and Thailand.
The increases have sparked strong reactions from users, with some threatening to cancel their YouTube Premium subscriptions. One Danish Redditor pointed out that the new rates make YouTube Premium the most expensive streaming service in Denmark, costing more than Amazon Prime, Netflix, and HBO combined.
In response, Google stated that the hikes would enable the company to continue delivering “great service and features” while supporting creators and artists on YouTube. Similar reasoning was given in last year’s email to US users, where the company emphasized that the increase was necessary to maintain quality service for all users.
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Publish date : 2024-09-24 08:05:00
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