I'm a recent convert to Plex as I decide to permanently live "at sea" when it comes to movies at home. It's an incredible service, especially when I can provide my content to friends and family. The new pricing might seem insane, but once I decided I was "In", it still turns out to be less than four years of subscription.

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Plex announced that starting July 1, 2026, the Lifetime Plex Pass price will double from $249.99 to $749.99 USD, though current subscribers and monthly/annual pricing remain unchanged. The company said the increase reflects the software's expanded features and allows continued investment in development, while customers have until the deadline to purchase at the current price.
I wonder if is is just we don't want to sell this but our system won't let us delete it or all the other lifetime passes will stop working so let's just price it so high that no normal person should buy it.
I'm weirdly optimistic. It's been a while since the company changed hands, and I'm surprised by just how much it offers. I mean the Plexamp app is better than Spotify as an app... I could honestly imagine the profit margins to not be as large as we'd expect. Having said that, my optimism is dampened by the very real fact that, yes, they could pull the plug on the full service subscription at any point.
Have you looked into other options such as Jellyfin? While I am still using Plex, I have jellyfin running in parallel. I like the fact that its open source, and there's plenty of plugins for features, but Plex is superior "out of the box" for now. I found Jellyfin easier to use with sharing my library with family, plus everyone gets offline download. For music I run separate software called Navidrome using the Symphonium app as client on my phone (also compatible with Plex)
I haven't! I'll definitely look into it!