Whereas adverts and slop content material are nothing new for YouTube, Google has lately launched into a ruthless spree of value will increase and stronger paywalls that make us lengthy for earlier controversies.
The one approach to keep away from the enshittification of the free tier is a YouTube Premium subscription, however as Google raises the subscription costs larger and better, it is made many people query whether or not the excessive charges are well worth the comfort.
In latest weeks, issues have solely develop into worse. Whereas one of many largest complaints from final week was confirmed by YouTube as a bug (if you happen to imagine it), the latest spherical of value will increase is right here to remain.
It has been a foul week for YouTube, however the place will we go from right here?
I watched an hour of free YouTube in 2026, and I’ve by no means felt extra disrespected
I gave free YouTube one other probability and regretted it
Unskippable adverts and value will increase have aggravated customers
Google’s assurances are falling flat
In early April of this 12 months, many YouTube customers observed an unwelcome change in how the platform introduced adverts.
Unskippable adverts, beforehand capped at 30 seconds, have been elevated to 90 seconds. Nevertheless, YouTube confirmed that this was a bug that solely affected YouTube on TV.
It adopted up, confirming that it was not testing such a function, however many pissed off viewers latched onto the “proper now” a part of the assertion.
Including 90-second unskippable adverts looks like a contemporary YouTube function, not a bug. Nonetheless, a repair was rolled out, and the 90-second unskippable adverts are actually gone.
Nevertheless, regardless of Google’s assurances, the “bug” could not have come at a worse time.
On the identical time that Google was rolling out a repair, the YouTube web site was up to date with brand-new pricing. A month-to-month subscription to YouTube’s Particular person plan elevated by $2, the Household plan by $4, and the Lite plan by $1.
This implies a Household Plan now prices $26.99 a month, which is $9 larger than it was earlier than the sudden value rise in October 2022.
Whereas present subscribers will not be affected by the value hikes till June 2026, it is nonetheless a slap within the face for loyal customers.
Lastly, earlier this month, customers reported that YouTube was displaying adverts that coated the skip button in some layouts, making it even tougher to skip lengthy adverts.
A “bug” exhibiting 90-second unskippable adverts. Large value will increase. Hidden advert skip buttons. April has proven us YouTube at its worst, however sadly, that is nothing new for the platform.
Google is steadily driving YouTube’s free customers to insanity
Unskippable adverts are getting an increasing number of obnoxious
In February 2026, Google made the unwelcome change of including caps on YouTube Music’s lyrics function totally free customers.
For the reason that change, customers should now subscribe to the Premium model of YouTube Music to view greater than 5 tune lyrics per day.
On the identical time, YouTube blocked the final main loophole for taking part in YouTube movies within the background and not using a Premium subscription.
Mixed, these adjustments point out one other step by Google in the direction of making YouTube as unusable as attainable totally free customers.
Whereas the mud wants time to settle earlier than the influence is realized, the outrage masks a easy reality. YouTube is a near-essential app that’s robust to surrender fully.
The worth of YouTube Premium is changing into irrelevant
You must pay for it if you happen to watch YouTube each day
When YouTube Premium launched in 2018, it marked the tip of the YouTube Purple program. This program launched the brand-new YouTube Music service beneath the identical subscription, and customers may select between two easy subscription plans.
For $9.99 a month, customers may hearken to music ad-free, offline, and within the background. For $11.99 a month, these advantages have been additionally utilized to YouTube Movies (in addition to entry to the now-defunct YouTube Originals program).
Since then, extra options have been added to the subscription’s advantages, resembling lyrics and the highest-quality audio & video. Now costing $15.99 a month, it could possibly be argued that the extra options make up for the upper value level.
Nevertheless, the core advantages of YouTube Premium are what most individuals are fascinated about. And as we agreed in 2018, locking ad-free watching behind a video made sense. In any case, YouTube needed to make up for misplaced income one way or the other.
However now it looks like YouTube is geared solely towards Premium subscribers. Important enhancements to the platform are largely reserved for subscribers, whereas the advert load will get ever extra insufferable totally free customers.
Google has misplaced all sense of equity in the case of YouTube Premium
It is clear Google solely cares about Premium subscribers
The cheap response to the change is to cancel or downgrade your subscription.
YouTube Premium Lite is an efficient worth for the cash if you happen to do not watch music movies, shorts, or use the YouTube Music app. It is a strong center floor, however as Google is rising its value too, this worth could not final for lengthy.
If Google stopped making YouTube worse totally free customers and added real worth alongside value will increase, we would not be as pissed off by these adjustments. However at the very least there are various music apps that take the sting out of YouTube Music’s adverts.