The news: Google has quietly raised the price of YouTube Premium for both existing and new subscribers in the U.S. from $12 to $14 per month. The company has also hiked the annual plan price from $120 to $140. Details: Users will begin paying the updated prices from their next billing cycle. It's the first price increase since the ad-free service was rebranded from YouTube Red in 2018. YouTube is offering three extra months of subscription at the old price to members who joined five years ago, including those who signed up through Google Play. Why it matters: YouTube is making efforts to grow its subscriber base, including restricting ad-blockers and briefly testing a premium paywall for 4K streaming. Other services like HBO Max, Apple TV+, Paramount+, and Peacock have also raised prices in recent months, which could lead to more cancellations as consumers struggle to accommodate the additional expenses.
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