YouTube is raising subscription prices for YouTube Premium and YouTube Music in the U.S., the company confirmed to TechCrunch on Friday.
The YouTube Premium individual plan is increasing from $13.99 to $15.99 per month, while the family plan is increasing from $22.99 to $26.99 per month. YouTube Premium Lite, which offers ad-free viewing for most content excluding songs and music videos, is going from $7.99 per month to $8.99 per month.
The YouTube Music individual plan is going from $10.99 per month to $11.99 per month. The family plan is increasing from $16.99 per month to $18.99 per month.
The Google-owned company said the price increases will apply to both new and current subscribers. Current subscribers will receive an email from YouTube at least 30 days in advance notifying them of their updated subscription price.
“We’re updating the price for YouTube Premium plans in the US for the first time since 2023 to continue delivering a high-quality experience that supports creators and artists on YouTube,” a YouTube spokesperson told TechCrunch in an emailed statement. “This change allows us to maintain the features our members value most: ad-free viewing, background play, and a massive library of 300M+ tracks on YouTube Music. We continue to offer several plans, ensuring subscribers can choose the option that works best for them.”
YouTube first increased the cost of its premium subscription in July 2023 when the monthly price of YouTube Premium rose from $11.99 to $13.99, while YouTube Music went up from $9.99 to $10.99 per month.
YouTube said in March 2025 that it had 125 million subscribers across YouTube Music and YouTube Premium, up from the 100 million reported in 2024.
Meet your next investor or portfolio startup at Disrupt
Your next round. Your next hire. Your next breakout opportunity. Find it at TechCrunch Disrupt 2026, where 10,000+ founders, investors, and tech leaders gather for three days of 250+ tactical sessions, powerful introductions, and market-defining innovation. Register now to save up to $410.
Meet your next investor or portfolio startup at Disrupt
Your next round. Your next hire. Your next breakout opportunity. Find it at TechCrunch Disrupt 2026, where 10,000+ founders, investors, and tech leaders gather for three days of 250+ tactical sessions, powerful introductions, and market-defining innovation. Register now to save up to $410.
The price hikes follow a series of similar moves from other streaming services over the past year. Netflix and Amazon Prime Video raised prices last month, while Spotify did so at the start of the year. HBO Max, Peacock, and Disney+/Hulu raised prices last year.
