YouTube Raises Subscription Prices for Premium and YouTube Music in the U.S.

On Friday, YouTube confirmed to TechCrunch that the company is rolling out across-the-board price increases for its YouTube Premium and YouTube Music subscription plans in the United States.

New Pricing Breakdown

The monthly rate for YouTube Premium’s individual plan will climb from $13.99 to $15.99, while the platform’s Premium family plan is jumping from $22.99 to $26.99 per month. Even the lower-cost entry tier, YouTube Premium Lite — which only offers ad-free viewing for non-music content and leaves ads intact for songs and music videos — is getting a rate bump, rising from $7.99 to $8.99 per month.

For standalone YouTube Music subscriptions, individual monthly plans are increasing from $10.99 to $11.99, and YouTube Music’s family plan will go up from $16.99 to $18.99 per month.

The Google-owned company confirmed that the new pricing will apply to both new subscribers and existing paying members. For current customers, YouTube will send an official email notification at least 30 days before the updated rate takes effect on their account.

A YouTube spokesperson shared the following context in an emailed statement to 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. 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.”

This is not YouTube’s first recent price adjustment. The platform last raised its premium subscription rates in July 2023, when it bumped YouTube Premium’s monthly individual price from $11.99 to $13.99, and lifted standalone YouTube Music’s monthly rate from $9.99 to $10.99.

As of March 2025, YouTube counts a combined 125 million total subscribers across YouTube Premium and YouTube Music, up from the 100 million total subscribers the company reported in 2024.

---

Meet your next investor or portfolio startup at Disrupt

Your next funding round. Your next key 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.

---

YouTube’s latest price increase follows a string of similar moves from other major streaming services over the past year. Netflix and Amazon Prime Video raised their subscription rates just last month, while Spotify implemented its own price hike earlier this year. HBO Max, Peacock, and the bundled Disney+/Hulu plan all raised prices in the preceding year.