ToplineYouTube said Friday it would raise the prices of its Premium plans for U.S. consumers, the first time it’s raised prices since 2023, though it denied claims that it is adding unskippable 90-second ads for TV viewers.YouTube hiked subscription prices for the first time in three years. (Photo by Beata Zawrzel/NurPhoto via Getty Images)NurPhoto via Getty ImagesKey FactsYouTube Premium, the platform’s ad-free subscription service that also allows offline downloads and access to YouTube Music, will hike its price by $2 per month to $15.99.The YouTube Premium family plan, which allows a user to add up to five family members and previously cost $22.99 per month, will also rise to $26.99.Premium Lite, YouTube’s cheaper subscription plan that lacks ads on most videos but does not include access to YouTube Music, is rising $1 to $8.99 per month, while a YouTube Music subscription is also rising $1 to $11.99 per month.YouTube said in a statement the price hike is the first since 2023, saying the increase will allow the company to “continue delivering a high-quality experience that supports creators and artists on YouTube.”Did Youtube Add Unskippable 90-Second Ads?YouTube denied claims it added unskippable 90-second ads to videos users watch on their TVs. The company said in a post on X. “YouTube does not have a 90-second non-skippable ad format. This isn’t something we are testing right now. We’re looking into this further,” the post says. Some users claimed in viral social media posts that they were faced with 90-second ads they could not skip past while watching YouTube videos on their TV. After YouTube’s post, some viewers continued to claim on social media they see these lengthy ads.Key BackgroundYouTube is the most-watched TV streaming service, according to Nielsen. YouTube captured 12.5% of TV viewing in the United States in January 2026, according to Nielsen’s latest Gauge Report, the most of any streaming service. YouTube has led Nielsen’s Gauge Report rankings since February 2025. TangentYouTube follows competitors in raising prices for subscription streaming services. Netflix hiked prices in March, hiking most plans by $1 to $2. The basic plan rose to $8.99 per month, while its no-ads and premium tiers reached $19.99 and $26.99 each. Disney+ and Hulu also raised prices in the fall. Spotify increased its premium tier subscription price by $1 to $12.99 earlier this year. Further ReadingYouTube Remains No. 1 Most-Watched Streamer for Sixth Month in a Row, Per Nielsen (Variety)