As every year, and like all online service providers, Google adjusts the price of its YouTube Premium subscription.
A few weeks after Netflix, and as Google begins to introduce unskippable ads on YouTube lasting 90 seconds, the price of YouTube Premium increases by $2 per month in the United States. For now, the French rate remains stable, but an increase can naturally be expected in the coming months.
The price of YouTube Premium is now starting at $15.99 per month in the U.S., up from $12.99 in France. This increase affects not only the “individual” formula of the service. YouTube Premium Family, which allows sharing with four people in the same household, now costs $26.99 per month (+$4), and the new YouTube Premium Lite, previously unexciting, goes from $7.99 to $8.99 per month.
The new rates are already in effect for new subscriptions, and current subscribers will be informed by email that their next renewal will reflect the increased price, reports 9to5Google.
“To continue offering you a quality service and features, we are increasing your price to $15.99/month. This decision was not taken lightly, but this update will allow us to continue to improve Premium and support the creators and artists you watch on YouTube. You will see this change on your billing from June 7, 2026,” the statement reads.
This announcement from Google, although not surprising, follows other price increases and precedes many more expected throughout 2026. Users are now accustomed to these exercises, and financial analysts have been predicting for years that platform publishers will not hesitate to raise their prices every year.
However, a recent ruling by an Italian court could temper this trend. Last week, a Rome court made a historic ruling, accusing Netflix of abusive price increases and forcing the platform to both refund its most loyal subscribers and readjust the subscription price downwards due to the lack of corresponding benefits provided by the price hikes. Netflix has appealed the decision, but it may inspire other consumer associations in Europe.
Is this why the price increase for YouTube Premium only affects the U.S. for now? Let’s keep our fingers crossed.
