The pockets of streaming users are once again suffering a setback. YouTube today announced an increase in the prices of its Premium and Music plans in the United Statesmarking the first rate adjustment since 2023. This measure is in addition to a wave of increases that have already been applied by direct competitors such as Netflix, Disney+, Spotify y Amazon Prime Video so far this year.
The adjustment not only affects the individual plan, but impacts more strongly on the family planwhich goes up to $4 per month.
The new prices They are now valid for new subscriberswhile heExisting users will begin to see the increase in their next billing cycle June 2026.
YouTube Premium is being increased to $15.99 a month, up from $13.99
The family plan is now $26.99 pic.twitter.com/9s47UOQYzZ
— Dexerto (@Dexerto) April 10, 2026
Here are the new values:
Through an official statement and emails sent to subscribers, YouTube justified the decision by arguing the need to “continue to provide high quality service and support creators and artists”.
This movement seeks capitalize on platform dominance in the living room of the home. According to Nielsen data, YouTube captured 12.5% of US TV viewing time during January 2026consolidating itself as the most viewed streaming service above Netflix and Disney+.
The price increase comes at a time of tension for free users. Recently, Reports circulated on social media about alleged 90-second ads that were impossible to skip in the application for televisions.
YouTube is reportedlytesting unskippable ads up to 90 seconds long on smart TVs and streaming devices.
• Up to 90-second ad breaks
• No skip option
• Designed mainly for TV viewing
• Fewer, but longer ad interruptions
• Higher ad revenue focusThey want more users to pay… pic.twitter.com/6CFL6TfWlg
— Pirat_Nation 🔴 (@Pirat_Nation) April 9, 2026
However, YouTube has officially denied these claims through its X account: “YouTube does not have a 90-second non-skippable ad format. It is not something we are testing at this time”. The company assures that they are investigating reports from users who claim to have seen these long-duration commercial breaks.
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