YouTube is raising its subscription tiers in the U.S. for the first time in three years: Premium Lite jumps from $7.99 to $8.99, Individual from $13.99 to $15.99, Family from $22.99 to $26.99, and YouTube Music’s Individual and Family plans move to $11.99 and $18.99 respectively.

This marks a strategic pivot from prioritizing user growth to boosting average revenue per user through targeted price increases across core and music offerings.

Streaming services have broadly implemented fee hikes recently as the sector focuses on sustaining content investment and profitability rather than solely expanding subscriber counts.

Both new and existing subscribers will receive approximately 30 days’ notice before the new pricing takes effect.