YouTube is taking decisive action to stop the widespread practice of sharing Premium family plans across multiple households. Over the past week, a growing number of subscribers have reported receiving warning emails from Google stating that they must verify all family members on their account live at the same address. Those who fail to comply within 15 days risk losing their Premium benefits and being downgraded to the ad-supported free version of YouTube, which means a return to mid-video ads, no background play, and no offline downloads.

Although YouTube’s “same household” requirement has long been written into its terms of service, enforcement until now has been lax. The new wave of emails marks a significant shift from a passive policy to an active crackdown. A YouTube spokesperson confirmed the change in a statement to CNET, saying, “Our family plan policy hasn’t changed and we are continuously enforcing it. You can learn more about the YouTube family plan here.”

What YouTube Premium Requires

Under current rules, the family plan manager can add up to five members, but all members must share the same physical address. Once a family group is set up, changes can only be made once every 12 months, a measure that makes it more difficult to rotate members or share access with friends in different locations. While YouTube has tested a two-household plan that could allow some flexibility, that option is not yet available in the US. Premium, which bundles YouTube and YouTube Music, costs $23 per month after a one-month trial.

Part of a Larger Industry Trend

YouTube is not alone in tightening its subscription policies. Netflix and Disney Plus both launched aggressive anti-password-sharing campaigns in 2023, resulting in measurable boosts in new sign-ups. Max (formerly HBO Max) followed with an $8 add-on fee for sharing accounts outside the home, and Amazon will end its Prime Invitee benefit-sharing program on October 1, requiring separate households to pay their own subscription fees for perks like free shipping.

Industry experts say the motivation is straightforward: streaming services want to protect and grow revenue. “It’s not hard to understand why streaming companies feel the need to crack down,” said Carl Lepper, Senior Director of Technology, Media & Telecom (TMT) Intelligence at JD Power. “The revenue to spend on new content or an improved experience must come from somewhere. Limiting password sharing and account access can lead to more subscribers, and there’s evidence from other services that it works—at least in the short term.”

Risks and Customer Backlash

Still, Lepper notes that these crackdowns carry risks. “Companies have to balance enforcing their policies without alienating existing customers or discouraging potential subscribers,” he said. “And enforcement itself isn’t free—streaming platforms must devote time and resources to monitor and verify accounts.” If users feel pushed too hard, some may simply cancel and return to free, ad-supported options.

What It Means for Subscribers

For current Premium family plan members, the message is clear: verify your household or lose your perks. Anyone sharing a plan across multiple addresses must either consolidate under a single home address or be ready for the plan to revert to YouTube’s free tier. While you can still watch videos without paying, the experience changes dramatically—ads return, offline downloads disappear, and background play is disabled.

With enforcement already underway, affected users should act quickly if they want to keep enjoying uninterrupted, ad-free streaming. YouTube’s move signals that the era of casual password sharing across households—once common across streaming platforms—is rapidly coming to an end.