YouTube Premium is set to become more expensive for a select group of subscribers: those who have been with the service since its early days. These users, who initially joined during the beta phase or when the service first launched, have enjoyed a lower subscription price for years. However, that era of discounted rates is coming to an end.
The change will primarily impact users who subscribed to YouTube Music Key back in 2014. These subscribers were transitioned to YouTube Premium in 2018, retaining their original monthly price of $7.99. While standard YouTube Premium prices have increased over time, these early adopters were able to maintain their lower rate.
Reports indicate that Google has begun notifying European customers of the impending price increase. One user reported being given three months’ notice before the change takes effect, suggesting a potential rollout in March.
This move has sparked some controversy, as some early subscribers claim they were promised a fixed price for the lifetime of their subscription. However, without concrete evidence in the terms of service or a signed contract, companies generally retain the right to adjust pricing with adequate notice.
Until recently, the early adopter rate was the only YouTube Music plan unaffected by Google’s gradual phase-out of discounted pricing. Subscribers who joined after the beta period but before 2023 were previously paying $9.99 per month. These users have already been transitioned to the standard YouTube Premium pricing.
It’s anticipated that U.S. subscribers will see similar price adjustments in the near future. While the exact timeline remains unclear, it’s likely that Google will aim to standardize pricing across all YouTube Premium plans eventually.
