The price of YouTube Premium is going up in Singapore and certain European markets. Reported increases on Individual plans run from around 10% to as much as 17%.
The new rates take effect for existing subscribers from their first billing date on or after September 23, according to 9to5Google.
Google has not published a press release or a list of affected markets, and MBW has found no public statement from the company on the increases, which are being communicated to subscribers by email.
The rises surfaced on Friday (August 21), when Android Authority and 9to5Google both reported that subscribers were posting price-change emails to Reddit.
Android Authority, which also cited the ResetEra forum, noted that the reports were not official at the time of publication.
TNW reported the same day that it had seen a price-change notice sent to a subscriber in Romania, describing it as an official communication of the type Google terms a mandatory email service announcement.
That notice raises the Romanian Individual plan from RON 29.00 to RON 32.00 per month and is headed “Action Needed,” according to TNW.
“To keep your Premium benefits, you will need to accept the new price,” the notice says.
“If you take no action by October 10, 2026, your subscription will end before the new price takes effect.”
Subscribers who accept see the new rate applied on October 12, TNW reported.
Those October dates run separately from the September 23 billing date reported in other markets.
Google‘s support page states that subscribers in some countries and regions may need to acknowledge and accept a price change to continue their membership.
The notice lists what a subscription covers: ad-free and downloadable video, background play, and access to more than 300 million tracks on YouTube Music.
The increase will “allow us to continue to improve Premium and support the creators and artists you watch,” it says.
- In parts of Europe, the Individual plan is going from EUR €13.99 to €15.99 per month, and from €14.99 to €16.99 in Finland, according to 9to5Google
- In the Netherlands, the Family plan is rising by €4 to €29.99 and the Student plan by €2 to €10.99, according to Telecompaper
- In Singapore, the Individual plan rises from SGD $13.98 to $15.98 and the Family plan from $27.98 to $31.98, according to The Straits Times.
The language of the notice is close to that used by YouTube the last time it raised Premium prices across Europe.
In September 2024, when YouTube notified users in 16 countries in Europe, the Middle East, South America, and Southeast Asia of rises that took effect that November, subscribers shared screenshots of emails carrying near-identical wording.
“We don’t make these decisions lightly, but this update will allow us to continue to improve Premium and support the creators and artists you watch on YouTube,” those emails read.
Some territories saw rises of more than 40% in that round, with Norway‘s Individual plan climbing 42% to NOK 169 per month.
The latest increases land four months after YouTube raised US prices across every Premium and Music tier.
The US Individual Premium plan went from USD $13.99 to $15.99 per month, while the standalone YouTube Music Individual plan rose from $10.99 to $11.99.
New sign-ups paid the higher rates from April 10, while existing US members were not billed at the new prices until their June cycle.
That round also arrived without a published announcement, though YouTube emailed a statement to reporters, including TechCrunch and the Los Angeles Times.
“We’re updating the price for YouTube Premium plans in the US for the first time since 2023 to continue delivering a high-quality experience that supports creators and artists on YouTube,” a YouTube spokesperson said at the time.
“This change allows us to maintain the features our members value most: ad-free viewing, background play, and a massive library of 300M+ tracks on YouTube Music. We continue to offer several plans, ensuring subscribers can choose the option that works best for them.”
Google‘s support page also states that YouTube will notify subscribers by email “at least 30 days ahead of a price increase” in their country or territory.
The same page says YouTube updates membership prices “to keep up with market changes, which can include inflation and local tax changes.”
YouTube Music and YouTube Premium counted 125 million subscribers globally, including trials, as of March 2025.
YouTube said in October 2025 that it had paid the music industry more than $8 billion in the 12 months to the end of June 2025, across advertising and subscriptions.
“$8 billion payout is a testament to the fact that the twin engine of ads and subscriptions is firing on all cylinders,” YouTube‘s Global Head of Music Lyor Cohen said at the time.
He added: “This number is not an endpoint; it represents meaningful, sustained progress in our journey to build a long-term home for every artist, songwriter, and publisher on the global stage.”Music Business Worldwide
