SINGAPORE – YouTube Premium and YouTube Music Premium subscribers in Singapore have become the latest victims of steep price increases, with hikes reaching up to a staggering 56%.

This follows a trend seen in numerous other countries, raising questions about the sustainability of streaming services in a market saturated with options.

In a notification dispatched to subscribers on September 21, YouTube explained that the price adjustments were necessary to “continue delivering great service and features.” They emphasized that such decisions aren’t made lightly but are vital for ongoing improvements to Premium services and to support the creators and artists that users enjoy.

The new pricing structure is a bitter pill for many.

The cost of the family plan—allowing access for up to five users—has surged to $27.98, up from $17.98 when YouTube Premium debuted in Singapore in November 2019.

Individual subscriptions have also jumped from $11.98 to $13.98 monthly.

For those who subscribe via Apple's iOS App Store, prices have risen even higher, now costing $17.98 for individuals and a shocking $36.98 for families, marking increases of 13% and 61%, respectively.

YouTube Music Premium has not escaped the wave of price hikes.

Individual subscriptions have risen by $1 to $10.98, while family plans increased by $3 to $17.98.

iOS users see a similar trend with individual subscriptions now at $12.98 and family plans at $19.98, reflecting a $3 and $5 increase respectively.

What exactly do these subscription fees buy?

YouTube Premium allows users to watch ad-free videos, download content for offline viewing, and listen to music without interruptions through YouTube Music.

However, the recent spikes in pricing have sparked outrage among users. Many have taken to social media platforms like Reddit, expressing their discontent and some even contemplating cancellation of their subscriptions.

Voices of the Users.

Leon Lee, a 33-year-old graphic designer who relies heavily on daily YouTube usage, acknowledged that while the increase is unwelcome, it was somewhat expected.

The rise in subscription fees for streaming services is something we probably have to live with,” he noted, suggesting a growing trend in the industry that consumers will have to adapt to.

Conversely, child development caseworker Zane Chan, 30, criticized the increase as “ridiculous.”

Having moved from an individual plan to a family plan to share costs, Chan cited the overall burden of multiple subscriptions, mentioning he also pays for Amazon Prime, Spotify, Netflix, and Disney+, all of which have seen price hikes over the last two years.

“It’s getting really hard to afford multiple subscriptions… I might have to explore other alternatives" he lamented.

The price hikes aren't confined to Singapore.

In February, YouTube announced it had surpassed 100 million subscribers globally and thanked its audience for their loyalty.

Countries like the United States, Argentina, Australia, and India also witnessed notable increases in 2023.

In fact, Malaysia saw a rise of RM7 (approximately S$2) in May, while Australia experienced a 43% spike in family plan prices, complemented by a similar outrage among subscribers in those markets.

The bigger picture.

With streaming platforms like Netflix and Spotify adjusting their subscription costs upward in Singapore as well, the trend paints a concerning picture for digital consumers who might soon find themselves priced out of entertainment options.

As streaming continues to dominate media consumption, the big question lingers: how long will subscribers tolerate soaring subscription costs before seeking alternative platforms?