YouTube Premium Price Hike Hits Again, 90-Second Ads Blamed on 'Bug'
YouTube Premium: Another Price Increase
Just when you thought your streaming budget was safe, YouTube has announced yet another price increase for its Premium subscription. Users in the US are reporting email notifications of the change, which bumps the monthly cost to $15.99. The Family plan is also affected, jumping to $26.99. Even the stripped-down Premium Lite tier sees a price bump, inching up to $8.99.
YouTube justifies the hike by promising 'continued improvement' to the Premium experience and to support the platform's creators. The price increases take effect for users starting June 7, 2026.
This marks the first US price adjustment since 2023, though international subscribers have experienced increases more recently. YouTube Premium, which began as YouTube Red in 2015 at $9.99/month, has steadily risen in price over the years, hitting $11.99 in 2018 and $13.99 in 2023.
Ad-Supported Viewing: A Growing Pain?
For those unwilling to pay, the alternative is ad-supported viewing. But prepare for more interruptions! YouTube recently expanded its use of unskippable 30-second ads on its TV app. Previously, 15 seconds was the longest users had to wait. However, some users are reporting an even more egregious experience: 90-second unskippable ads. The good news? YouTube claims this is a bug they are working to resolve.
The price increase comes as streaming services across the board are getting more expensive. Netflix has been on a near-annual price-hiking spree, and Amazon Prime Video is cutting features from lower-priced tiers. With costs rising, some users are turning to less-than-legal options. Whether viewers choose to pay with their wallets or their attention, YouTube's latest changes are sure to spark debate.
