YouTube Premium is getting more expensive across Europe. This time the company is asking subscribers to agree, rather than simply imposing the increase.
A price-change notice seen by TNW went to a Romanian subscriber on Friday. It puts the individual plan up from RON 29.00 to RON 32.00 a month, a rise of about 10%. The notice carries a heading that reads “Action Needed”.
The wording underneath is the part worth reading twice. “To keep your Premium benefits, you will need to accept the new price,” it says. “If you take no action by October 10, 2026, your subscription will end before the new price takes effect.” Anyone who agrees sees the change on 12 October.
Doing nothing does not mean paying more. It means being cancelled.
The notice sets out what the money buys before it names the number. Ad-free and downloadable videos, 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. YouTube also raised the price of YouTube Music Premium recently, so the pressure is not confined to one product.
