YouTube Premium is becoming more expensive: Google is increasing subscription prices by up to 50 percent in many countries - including Europe

It hasn’t been a year since Google lowered its prices YouTube Premium has increased in Germany and now they are apparently starting the next round. These days, users in many countries are being informed that the subscription price for the ad-free video platform and YouTube Music will go up significantly. The increases are sometimes massive and will probably also reach Germany sooner or later.

Google is obviously very successful with the current YouTube strategy and is therefore continuing to pursue it consistently: thanks to ad blockers and an increased premium price, YouTube sales are going through the roof and now they apparently have the hope of continuing this trend with a further price increase to continue. From November onwards, users in many countries will be paying more for the YouTube Premium subscription.

These days, many users are being informed by email that the price will increase due to the changed tariffs, effective November 1st. Interestingly, the price increases vary completely depending on the region and package, both in percentage and absolute terms. Roughly speaking, however, it is between 30 and 50 percent that is added to the individual price or the family subscription.

There are reports from users in Ireland, Belgium, the Netherlands, Italy, Sweden and Switzerland, among others. In European countries, the family price increases from 18 euros to 26 euros. The individual price from 12 euros to 14 euros. But the Middle East, Singapore, Thailand and Indonesia are also expected to face price increases. The price for Indian users was increased just a few weeks ago.

No reports from Germany and Austria yet
German users have not yet been informed about a planned price increase, which probably means that at least the date of November 1st will pass in this country for now. During the first round last year, there was a grace period of several months for subscribers from Germany and Austria until the price increases implemented in many other regions (including Europe) had arrived. It is quite possible that at least this year you want to stay at the same level that was only achieved in November 2023.

In all other countries mentioned, however, it is the second price increase within two years and there is therefore little legitimate hope that Google will keep the subscription price stable in Germany and Austria. An increase could be expected at any time, especially in countries with comparatively strong purchasing power. Subscribers in this country should at least prepare themselves for soon having to pay more for the ad-free platform and the YouTube Music subscription.

At this point at the latest, Google should consider bringing back the YouTube Premium Lite subscription, which was only offered for a very short time (a few days), and only offered the ad-free video platform without YouTube Music. Because if you’re at home with Spotify, Amazon, Apple and Co, you don’t need YouTube Music and of course you have a good argument not to take out a premium subscription.