YouTube has raised prices for YouTube Premium and YouTube Music in the U.S., according to confirmation provided to TechCrunch on Friday. The changes increase monthly costs for individual and family plans, and also affect YouTube Premium Lite, which offers ad-free viewing for most content excluding songs and music videos.
For subscribers, the update is straightforward: the company is moving several tiers to higher monthly fees, and existing customers will be notified in advance. For the broader streaming and subscription market, the move reflects how major platforms adjust pricing to support content licensing, product features, and creator economics.
Pricing Changes in the U.S.
In the U.S., YouTube Premium’s individual plan increases from $13.99 to $15.99 per month, while the family plan rises from $22.99 to $26.99 per month. YouTube Premium Lite, which offers ad-free viewing for most content excluding songs and music videos, increases from $7.99 to $8.99 per month.
On the music side, YouTube Music individual pricing increases from $10.99 to $11.99 per month. The family plan increases from $16.99 to $18.99 per month.
YouTube said the price increases will apply to both new and current subscribers. Current subscribers will receive an email at least 30 days in advance notifying them of the updated subscription price.
Features Supporting the Price Increase
In its statement to TechCrunch, YouTube linked the price change to the cost of maintaining features members use. A YouTube spokesperson told TechCrunch: “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.”
YouTube stated the change allows it to maintain features including ad-free viewing, background play, and a massive library of 300M+ tracks on YouTube Music. The company noted that it continues to offer several plans, ensuring subscribers can choose the option that works best for them.
History of Price Adjustments
YouTube’s latest U.S. price increase follows prior adjustments. YouTube first increased the cost of its premium subscription in July 2023, when YouTube Premium rose from $11.99 to $13.99 per month, while YouTube Music went up from $9.99 to $10.99 per month.
The company’s spokesperson indicated this is the first price adjustment since 2023 for YouTube Premium plans in the U.S., suggesting a multi-year cadence for pricing updates.
Subscriber Growth Context
YouTube reported in March 2025 that it had 125 million subscribers across YouTube Music and YouTube Premium, up from 100 million reported in 2024. The price increase arrives alongside this reported growth in the subscriber base.
When a platform increases subscription pricing while reporting subscriber growth, it can indicate that the service is scaling both its user base and revenue per user. The reported feature set—ad-free viewing, background play, and a 300M+ track library—connects pricing to the operational demands of streaming services, including ad enforcement across devices, audio lifecycle management, and catalog delivery infrastructure.
Bottom line: YouTube’s U.S. Premium and YouTube Music price increases adjust multiple tiers—Premium individual and family, Premium Lite, and YouTube Music individual and family—while the company frames the change as support for creator and artist experiences and the maintenance of core member features. The move arrives alongside reported subscriber growth across the two services.
Source: TechCrunch