Google’s optional subscription services, Nest Aware and Nest Aware Plus, which offer cloud-based recording for Nest cameras, are set to become more expensive for users in the U.S., U.K., and Australia. Current subscribers have been notified via email about a 33% increase for Nest Aware, which will see the price rise from $6 a month or $60 a year to $8 a month or $80 a year. The more premium service, Nest Aware Plus, is seeing a similar hike, with prices going from $12 a month or $120 a year to $15 a month or $150 a year. It’s worth noting that these revised prices are already in effect for new subscribers.

While Nest cameras can still be used without a Nest Aware subscription for live visibility, users will miss out on recording and intelligent alerts. Google has not provided a specific reason for the price increase in its email to subscribers, but a help page does suggest that "Subscription prices can change to keep up with market shifts, which can include inflation and local tax updates." Furthermore, this news comes at a time when Nest is preparing to discontinue its Nest Secure home security service in spring 2024, and amidst a somewhat challenging transition of features from the core Nest app to the Google Home app.

Google’s Nest Aware and Nest Aware Plus Subscription Prices Increase

Google’s optional subscription services, Nest Aware and Nest Aware Plus, which allow cloud-based recording on Nest cameras, are seeing a significant price increase in the U.S, U.K, and Australia. Current subscribers have been notified via email about the 33% increase, which is already in effect for new subscribers.

Understanding the Price Change

Previously, Nest Aware was priced at $6 a month or $60 a year. Now, subscribers will need to shell out $8 a month or $80 a year. Nest Aware Plus, which provides double the event video history (from 30 to 60 days) and adds 24/7 video history, has risen from $12 a month or $120 a year to $15 a month or $150 a year.

What Happens Without a Subscription?

Even without subscribing to Nest Aware, users can still utilize Nest cameras for live visibility. However, they will not have access to recording features and intelligent alerts which could be crucial for security purposes.

The Reason Behind the Increase

While Google did not specify a reason for the increase in its email to subscribers, a help page does suggest that "Subscription prices can change to keep up with market shifts, which can include inflation and local tax updates."

Other Changes in the Pipeline

This price increase coincides with other changes at Nest. The company is preparing to shut down its Nest Secure home security service in spring 2024 and is also in the middle of a somewhat awkward transition of features from the core Nest app to the Google Home app.

Future Developments

In the email sent to subscribers, Google reassured customers: “We remain committed to helping our customers get the most out of their Nest devices and will continue to bring new features and innovations to Nest Aware over time.” However, no specifics were provided about what these new features or innovations might be.

Final Thoughts

The price increase, while significant, is likely a reflection of market dynamics that Google must navigate. For customers, the value proposition of Nest Aware services will need to be reassessed, especially as new features and innovations are promised in the future. It will be important to watch whether customer retention remains strong amidst these changes, and how Google manages the upcoming shutdown of Nest Secure home security service. One thing is certain: in the world of tech, change is the only constant.