In a journey that began with its introduction as “Music Key” on November 14, 2014, and later rebranded as “YouTube Red,” YouTube Premium has evolved into a subscription service that has now undergone a significant transformation. On May 17, 2018, YouTube Premium was officially launched alongside YouTube Music, offering users an ad-free and enhanced viewing experience.
Over the years, Google, the parent company of YouTube, has made several attempts to monetize specific features of the platform. One such endeavor included testing the restriction of 4K video playback to YouTube Premium subscribers, although this particular initiative did not find lasting success. Instead, YouTube Premium subscribers can now enjoy an improved bitrate 1080p video option for selected content.
However, as part of these ongoing changes, YouTube Premium has adjusted its pricing structure in several markets. According to reports from 9to5Google, users in Argentina, Austria, Australia, Chile, Germany, Poland, and Turkey are now experiencing price increases for YouTube Premium and YouTube Music Premium individual, student, and family plans. For instance, in Australia, the individual YouTube Premium subscription now costs AU$16.99, with current users paying the previous rate of AU$11.99 exempt from the price hike for the next three months.
This is not the first time that YouTube Premium subscription costs have been adjusted, as certain European markets witnessed similar changes in the past year. In Romania, for example, the Family Plan, which was priced at RON 26 a year ago, now stands at RON 39 (approximately US$8.35).
While YouTube Premium’s upgrades come with added benefits, such as higher video quality, they coincide with Google’s efforts to tackle the use of ad blockers on the platform. In an attempt to counteract ad-blocking practices, video playback is now disabled after just three videos if an ad blocker is detected.
It’s worth noting that these price adjustments in the subscription market are not unique to YouTube Premium, as other tech giants, like Apple, have recently increased the prices of their services. Apple elevated the costs of Apple TV, Arcade, One, and News Plus subscriptions last month, demonstrating a broader trend in the industry.
YouTube Premium’s latest changes reflect the platform’s commitment to enhancing the user experience and ensuring sustainability in a dynamic digital landscape.