Another price increase for Google Nest Aware and its premium plan, Nest Aware Plus. This is set to start on August 15, 2025.
It is the second occasion in less than two years. Google has increased the subscription price of its most popular smart home security solutions.
The news has caused a wave of frustration among users, many of whom are wondering. The are in flux whether it’s worth paying a premium price. This because because there will be little difference in the set of features.
The new pricing rule
The most widely used Nest Aware offering with 30 days of event history. In the video footage will increase the fee to $10 per month, up from the current price of $8 per month. This plan will now be billed at 100 a year which was formerly 80.
It is even higher in the case of subscribers to the more elaborate Nest Aware Plus plan. The price will rise from $15 to $20 per month, or $150 to $200 per year.
Unchanged Features Amidst Rising Costs
Such dramatic price changes do not mean that the fundamental functionality provided by the two will change, however. Subscribers will reap the following benefits:
Google Nest Aware provides 30 days of video history triggered by events such as motion or sound.
Nest Aware Plus includes 60 days of event-based history and 10 days of continuous 24/7 recording for wired Nest cameras.
Both plans also offer a package of smart alerts. These features are of great importance in the protection of the home. However, the absence of new features to warrant spending more money on them remains the main argument against most users.
The Rationale and Backlash of Google
Google is blaming these price adjustment on different market conditions such as inflation and an in-need of change in taxation. Notifications are being made to subscribers 30 days ahead of time, as it is done conventionally.
The user feedback has however been mixed with it mainly negative. There is substantial backlash by a number of longtime users of the Nest. The voices of whom are especially loud considering that this is the second hike within a relatively short time.
Speculative and Competitive Advantage
The reason of proce hikes has raised concern speculation among some users. There may be some relation to new AI functionality, like proposed Gemini-based smart video summarization. It could also be introduced into the Nest Aware system in the future.
Although the suggestion is still unverified, this means it may provide a new use for the advanced capabilities. On the other side, many customers are already complaining of constant price increases.
There is one important feature that makes Google Nest Aware has a competitive advantage over the company’s competitors and rivals. This is opposed to a few competitors who promote post-paid based on the number of cameras.
Conclusion
Google is about to implement the second price rise in Nest Aware in less than two years. Many customers are wondering whether it is worth remaining in the ecosystem.
On the one hand, the subscription continues to provide an excellent device policy and a strong package of security features. However, the absence of new functionality, which would make the increasing expenses justifiable, is contributing to dissatisfaction.
The future of Nest Aware seems to depend on Google’s ability to strike a balance between the constantly improving technology and pricing transparency and value.
