Effectively adjusting your subscription pricing is an important aspect of growing your video business. This guide focuses specifically on how to change prices for both new and existing subscribers, helping you implement these changes smoothly while maintaining positive customer relationships.
📝 NOTE: Price changes for in-app subscriptions are handled separately through each app marketplace, so it requires submitting an app update request.
🔗 Learn more about Requesting an App Update
Price Increase vs. Price Decrease
When Decreasing Subscription Prices
Option 1: New Members Only
New subscribers will immediately see and pay the lower price
Existing subscribers continue paying their original higher price
Option 2: Active and New Members (All Subscribers)
The price decrease takes effect immediately for new subscribers
For existing subscribers, the lower price applies to their next billing cycle
No 30-day waiting period is required for price decreases
No notification emails are automatically sent (though you may want to communicate this positive change)
💡 TIP: Price reduction is a great opportunity to generate goodwill with your loyal members. Consider proactively announcing the price reduction through your communication channels.
When Increasing Subscription Prices
Option 1: New Members Only
New subscribers will immediately see and pay the higher price, while existing subscribers continue paying their original lower price.
Option 2: Active and New Members (All Subscribers)
The system automatically sends notification emails to all existing subscribers
A mandatory 30-day waiting period is implemented before the price increase takes effect
Subscribers with billing dates within the 30-day period will be charged their original price one more time
After the 30-day period ends, all subsequent invoices will reflect the higher price
ℹ️ INFO: The 30-day notice period for price increases is required by payment processors to give subscribers time to decide whether to continue their subscription at the new price.
How to Change Subscription Prices
Subscription Without Active Subscribers
Navigate to Subscriptions
Find the plan you want to modify
Click the ellipsis (...) and select Edit
Directly enter the new price
Click Save
to finalize the changes
Subscriptions With Active Subscribers
Navigate to Subscriptions
Find the plan you want to modify
Click the ellipsis (...) and select Edit
Click Change Price
Enter the new price
Select whether the new price applies to
New Members Only or
both Active and New Members
Click Apply
Click Save
to finalize the changes
📝 NOTE: When applying a price increase to existing subscribers, the system automatically sends notification emails and implements the new price after 30 days, as required by payment processors.
Strategic Approaches to Price Change
Managing Different Price Points for Different Subscribers
Grandfathering Existing Subscribers
Select New Members Only when changing prices
Existing subscribers continue paying their original price
Only new sign-ups will see and pay the updated price
Transitioning Everyone to New Pricing
Select Active and New Members (All Subscribers) when changing the price
All subscribers will move to the new price (with appropriate timing based on increase/decrease)
This creates pricing consistency across your subscriber base
Creating Multiple Price Tiers
Make sequential changes to create different price points
First change pricing for "All Subscribers," then make a second change for "New Subscribers Only"
This creates different price tiers for different customer segments
Best Practices for Implementing Price Changes
Justify Increases: Clearly communicate the value subscribers receive that supports higher pricing
Celebrate Decreases: Highlight your commitment to providing value when lowering prices
Strategic Timing: Consider implementing price changes alongside new content or feature releases
Transparent Communication: Beyond any automatic emails, consider additional messaging through your community channels
Watch Your Metrics: Monitor retention rates and feedback after implementing price changes
Consider Your Audience: Think about how price changes might affect different subscriber segments
FAQs
How do I offer a special price to just one subscriber?
How do I offer a special price to just one subscriber?
Create a private subscription plan with your desired price, then share the direct link only with that specific subscriber. Alternatively, you can create a coupon and apply it to the specific member's subscription to reduce the price only for that member. 🔗 Learn more about Coupons
Can I schedule a price change for a future date?
Can I schedule a price change for a future date?
While there's no built-in scheduling feature, you can plan your implementation timing to align with specific dates.
Will changing prices affect my analytics and reporting?
Will changing prices affect my analytics and reporting?
Yes, price changes may impact metrics like MRR (Monthly Recurring Revenue) since these calculations are based on actual amounts paid by subscribers.
Can I change prices for different currencies separately?
Can I change prices for different currencies separately?
Yes, if you're using Localized Pricing, price changes will apply according to your settings for each currency. 🔗 Learn more about Localized Pricing
What happens if I need to revert a price change?
What happens if I need to revert a price change?
For new subscribers, you can change prices again at any time. For existing subscribers who have already transitioned to a new price, you would need to create a new price change to adjust their rates.
Is there a limit to how many times I can change prices?
Is there a limit to how many times I can change prices?
There is no system limit on how frequently you can adjust prices for new subscribers, but we recommend limiting changes for existing subscribers to maintain trust.