YouTube has abruptly raised its 'YouTube Premium' subscription fees in the United States for the first time in three years.

On the 10th (local time), YouTube announced that the monthly fee for the individual 'YouTube Premium' plan would increase by $2 (approx. ₩2,900), from $13.99 (approx. ₩20,700) to $15.99 (approx. ₩23,700). The family plan, which allows sharing among up to six people, was raised by $4 (approx. ₩5,900) to $26.99 (approx. ₩40,000). The music-only service 'YouTube Music Premium' and the lower-tier 'YouTube Lite' also saw price increases of $1 (approx. ₩1,400) each, bringing them to $11.99 (approx. ₩17,800) and $8.99 (approx. ₩13,300), respectively. Exchange rates were calculated at approximately ₩1,485 as of the 12th.

The new rates will take effect starting from the next billing cycle. Existing subscribers will be notified of the price changes via email at least 30 days before their next payment date. This U.S. price hike marks the second such adjustment since the service was rebranded from 'YouTube Red' to 'YouTube Premium' in 2018, following the previous increase in 2023.

Immediately following the announcement, Alphabet shares were trading at $317.47 (approx. ₩471,400) as of 11:57 a.m., down 0.32% from the previous trading day. The global subscriber count for YouTube's combined Premium and Music services has grown significantly from 100 million in 2024, surpassing 125 million as of last year.

A YouTube spokesperson explained in an interview with local media, "These changes are intended to maintain the features our members value most, such as ad-free viewing, background playback, and access to a vast library of over 300 million songs." This move aligns with a broader industry trend, as major streaming platforms like Netflix, Disney+, and Spotify have also been raising subscription fees to offset rising content production and operational costs.

With the subscription price hike now underway in the U.S. market, concerns are mounting among domestic subscribers regarding the possibility of further price increases in Korea. YouTube previously raised the monthly subscription fee for 'YouTube Premium' in the Korean market by approximately 43% in December 2023, from ₩10,450 to ₩14,900.