Summary
It’s rare these days for a subscription servicenotto increase its price. It’s sadly all too common—from streaming services to other useful subscriptions. Google’s Nest Aware subscription, which is a boon for those in the Google smart home ecosystem, is the latest victim to this increasingly common phenomenon.
The more comprehensive Nest Aware Plus plan will increase from $15 to $20, and the annual subscription will rise from $150 to $200. The “Plus” tier is aimed at users seeking more robust surveillance, offering up to 10 days of continuous 24/7 video history from all connected cameras, in addition to an extended 60-day event video history.
Google Nest Aware
Google Nest Aware subscription prices are increasing in August, so lock in the lower annual rate now.
This is actually the second time Google has increased Nest Aware prices. When the current two-tier system launched in 2020, the standard plan was priced at $6 per month ($60 annually) and the Plus plan at $12 per month ($120 annually). With the upcoming changes, both tiers will have seen their prices increase by approximately 67% in just over five years. As a fun and scary fact, this 67% rate far outpaces whatever inflation we could’ve had during this period—according to official numbers, we’ve only had 24.6% inflation since 2020. The last price happened back in 2023, just a couple of years ago.
In its email, Google cited “market shifts, which can include inflation and local tax updates,” as the primary reason for the price adjustment. It’s certainly not tariffs this time—this is a digital subscription you apply to tangible goods you already own, which haven’t increased in price themselves yet.
These are also notably insanely steep price hikes. The regular Nest Aware subscription is just going up by $2, but the Nest Aware Plus plan is going up by a whopping $5, or $50 more if you do a yearly subscription. As we always say, even a $1 increase can add up if you have multiple subscriptions, making your current digital setup unnecessarily more expensive if they all go up within a short timeframe.
