A significant change is occurring in the pricing structure of YouTube Premium, affecting long-term users who have enjoyed discounted rates since 2014. Initially offered as part of the YouTube Music Key beta program, these early adopters paid $7.99 per month. However, Google has now announced that this rate will increase to $12.99 monthly starting with the next billing cycle. This adjustment marks the end of a nearly decade-long period of grandfathered pricing and aligns more closely with the current standard rates.
The origins of this special pricing date back to 2014 when YouTube launched its "Music Key" streaming service. At that time, beta testers were given access to an ad-free music experience with offline and background playback capabilities for just $7.99 per month, slightly lower than the regular price of $9.99. When Google rebranded the service as YouTube Music in 2018, these early subscribers were seamlessly transitioned into YouTube Premium while retaining their original discounted rate, even though the standard price had risen to $11.99 at that point.
In 2023, another round of price increases was implemented across the board, resulting in most users paying $13.99 for YouTube Premium. Despite this, the select group of $7.99 users managed to maintain their legacy pricing until now. Reports indicate that these individuals will soon see their subscription fees rise by approximately 61%, bringing them closer to the current market rate but still offering a slight discount compared to the standard $13.99 fee.
This move represents the second phase of eliminating grandfathered pricing tiers within the platform. As the dust settles on this latest adjustment, it remains uncertain whether any other legacy pricing structures remain intact. It is worth noting that family plans for YouTube Premium are priced significantly higher at $22.99 per month, reflecting the value placed on shared subscriptions.
With this change taking effect, affected users must decide whether to continue their subscriptions at the new rate or explore alternative services. Regardless of individual choices, the shift underscores Google's ongoing efforts to standardize pricing and ensure fair compensation for its offerings. Moving forward, both existing and potential subscribers should anticipate consistent pricing practices from YouTube Premium.