Just when you thought your budget was on the last loop of the belt and couldn’t get any tighter, another tech giant has decided to reach into your pocket and raise its subscription prices. YouTube confirmed on Friday, April 10, 2026, that it is raising prices across the board for its Premium plans — the first such hike in the U.S. since 2023.
If it feels like every app on your phone just got a “cost of living” adjustment, you aren’t imagining things. YouTube’s announcement follows a wave of price hikes from Netflix in March, Spotify in January, and Disney+ last fall. We are officially in the era of the streaming squeeze.
What Are the New YouTube Prices?
Here is what your new “ad-free” life is going to cost you:
- YouTube Premium: $15.99/mo (Up $2 from $13.99)
- YouTube Music Premium: $11.99/mo (Up $1 from $10.99)
- YouTube Premium Lite: $8.99/mo (Up $1 from $7.99)
- Family Plan: $26.99/mo (Up $4 from $22.99)
- Student Plan: $8.99/mo (Up $1 from $7.99)
Why is YouTube Betraying Us and Raising Prices?
YouTube’s statement to USA TODAY hits the standard corporate notes: the change is necessary to “maintain features members value most,” like background play and their massive music library. It’s the same tune Spotify played in January when they raised the individual plan to $12.99 to “benefit artists,” and the same logic Netflix used when they bumped their Premium tier to a staggering $26.99 a month.
Personally, we’re starting to think excuses are like … you know the rest. Everyone’s got one.
How to Cope With the Streaming Squeeze
Before you just accept the higher bill, and before you go running back to DirecTV with your tail between your legs, there are a few tips worth trying:
Check to see if an annual subscription is still available. Often, platforms offer 12 months for the price of 10 if you pay upfront, which can effectively “freeze” your 2025 rate for another year. If you only care about killing the ads and don’t care about YouTube Music or background play, the Premium Lite plan at $8.99 is still significantly cheaper than the full-fat version.
Most of us are paying for at least one service we don’t use. With Netflix, Disney+, and YouTube all hiking rates within six months of each other, now is the time to pick your “One True Streamer” and rotate the others. (Subscribe to Netflix for a month, binge your show, cancel, and move to Hulu). Before paying for YouTube Music or Spotify, check your cell phone or credit card perks. Many carriers still bundle streaming services — you might be paying for a subscription that your phone plan already covers.
More from Cheapism
- Netflix Is Raising U.S. Prices Again — the Second Time in Less Than Two Years — YouTube might be irritating us with their price increase, but at least they’re not raising prices for the second time in less than two years like Netflix just did.
- ‘Streamflation Is Real’: Subscriptions Have Gotten a Whole Lot Pricier, New Data Shows — Unfortunately, streamflation is becoming a thing, and several subscriptions have gotten more expensive lately.
- Sneaky Ways Companies Make It Hard to Cancel Subscriptions (and How to Beat Them) — There’s a trap to subscriptions that makes streamers feel deterred from cancelling, but these tricks will help you rise above and save money.
