YouTube Premium subscribers in seven countries are set to experience an increase in their monthly subscription costs, as the Google-owned streaming platform looks to enhance its revenue from subscribers. The move comes as YouTube also recently implemented measures to deter users with ad-blockers from accessing its services. For existing YouTube Premium subscribers, there is a grace period of at least three months before they are required to pay the new subscription fees. YouTube Premium provides its subscribers with benefits such as ad-free videos, the ability to watch videos or listen to music in the background, and enhanced full-HD video streaming.
On a recent Thursday, the streaming service dispatched emails to customers in seven countries, notifying them of the impending price increase for YouTube Premium subscriptions. This announcement also included an increase in the pricing of the audio-only YouTube Music Premium tier, in addition to the primary Premium subscription. The new pricing structure for YouTube Premium became effective as of November 1.
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The seven countries affected by the price hike for YouTube Premium are Argentina, Australia, Austria, Chile, Germany, Poland, and Turkey. Existing subscribers will continue to be billed at the previous pricing for “at least three extra months” before the new rates apply. This offers some respite for current subscribers as they adapt to the cost adjustments.
YouTube Premium in India has not seen any price increases at this time. The current pricing for Indian subscribers is set at Rs. 129 per month after a three-month trial, with a prepaid monthly option available at Rs. 139. For those who prefer a three-month subscription, the cost is Rs. 399, while an annual subscription to YouTube Premium is priced at Rs. 1,290.
Recently, Google initiated measures to curtail the use of ad-blockers on YouTube, effectively blocking users from utilizing tools that prevent ads from playing on the platform. When an ad-blocking extension is enabled, a popup message informs users, “Video playback is blocked unless YouTube is allowlisted or the ad-blocker is disabled,” while suggesting that users subscribe to YouTube Premium or allow ads on the streaming platform.
Google’s official statement on the matter stated, “The use of ad-blockers violates YouTube’s Terms of Service. We’ve launched a global effort to urge viewers with ad-blockers enabled to allow ads on YouTube or try YouTube Premium for an ad-free experience. Ads support a diverse ecosystem of creators globally and allow billions to access their favorite content on YouTube.”