YouTube Premium users around the world woke up to bad news today. In more than a dozen countries, the price of YouTube Premium individual and family plans has increased significantly. This is just the latest price increase from Google, as many countries saw price jumps just months ago, including the United States this past summer.

The price hikes seem to be focused on Europe this time around. According to this thread on Reddit, some prices have gone up by almost 40%, which is just insane.

According to that thread, these are the increases as reported by users:

As usual, Google’s email to users announcing the price increases says that this will allow Google to “continue to provide great service and features” and “support the creators and artists you watch on YouTube.” We’ve seen similar language in previous price increase announcements, including here in the US.

Interestingly, the price increases appear to be even higher for people who signed up for Premium through Apple on an Apple streaming device. This Reddit user in Sweden saw a whopping 60% price increase. However, this appears to be a “tax” for paying through Apple instead of directly through Google, as the price increase for people not going through Apple is much lower. However, even if users cancel their subscription through Apple and then re-subscribe through Google, they’ll still pay more.

As you might expect, most of these threads are filled with people announcing that they have canceled their subscriptions. One user from Denmark said: “This increase makes YouTube by far the most expensive streaming service, with a price that is higher than what I pay for Amazon Prime, Netflix and HBO combined.”

Time will tell how this plays out for Google. At what point will the company make the service more expensive than anyone is willing to pay?