YouTube Increases Premium Subscription Cost Amid New Pause Screen Advertisements

YouTube is increasing the prices of its Premium subscription plans outside of the United States, affecting both individual and family options.

Since 2022, YouTube Premium has notorious for multiple price hikes. The last major increase in the U.S. occurred in July 2023, followed by an international increase in November.

Now, less than a year later, YouTube is once again raising its subscription fees, but this adjustment only impacts users located outside the U.S.

Subscribers have been notified that the new pricing will be implemented starting in November.

“Very much considering cancelling now,” remarked one user. “It’s actually a 100% decrease because it made me cancel my subscription immediately,” another user expressed. “It’s their way of prompting you to cancel your subscription,” a third individual added.

Unsplash: @vmxhu

The new subscription fees will impact both individual and family YouTube Premium plans. As of November, YouTube’s Family plan will cost €26 in Ireland, Belgium, the Netherlands, and Italy, an increase from €18 – resulting in an €8 increase. The individual plan will rise by €2, bringing it to €14 in these regions.

In Switzerland, the Family subscription price is set to rise from 24 CHF to 34 CHF, while the individual plan will also increase by 2 CHF, totaling 18 CHF. Similarly, in Sweden, the YouTube Family subscription fee will see an increase from 179 SEK to 279 SEK.

If you are subscribed to YouTube through the iOS App Store, expect to see an even larger price surge starting with the November billing cycle.

This price increase corresponds with YouTube’s initiative to implement new advertising strategies for regular users. Following the introduction of unskippable ads on smart TVs last year, the company announced on September 19 the rollout of pause screen ads, which will display on your screen whenever you pause a video.

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