YOUTUBE Premium is set to increase subscription prices in various European and Asian countries starting September 23, 2026. Affected countries include Spain, Portugal, Italy, Finland, Romania, Netherlands, Hungary, Ukraine, and Singapore, with price hikes for both individual and family plans. Pricing changes range from minor adjustments in Hungary to more significant increases in Spain and Portugal.
Google justifies these increases by emphasizing the need to improve premium services and support for creators, despite growing dissatisfaction among some subscribers regarding the repeated price hikes.