Mountain View, California — Google announced plans to increase the pricing of its Nest Aware and Nest Aware Plus subscriptions, effective August 2025. In communications sent to current subscribers, the tech giant revealed that the basic Nest Aware subscription will rise from $8 to $10 monthly, or from $80 to $100 if billed annually. The Nest Aware Plus service will see a similar bump, increasing from $15 to $20 per month or from $150 to $200 annually.
The price adjustments will take effect on the first billing cycle after August 15, 2025, or at the conclusion of any promotional subscription periods. Google had previously raised prices for its Nest offerings in September 2023. While Nest devices can be utilized without a subscription, users will only have limited access to recorded footage—just a few hours—unless they opt for one of the subscription plans.
Nest Aware provides subscribers with a range of features, including 30 days of event-based video history, while Nest Aware Plus extends that offering to 60 days and includes 10 days of continuous 24/7 footage from devices equipped to support this feature. Both plans also come with a suite of advanced functionalities, such as Familiar Faces, which identifies people in the camera’s view, and sound detection that alerts users to potential emergencies, including broken glass or smoke alarms.
Despite the unwelcome news of increased fees, Google’s new pricing aligns closely with that of competitors offering similar advanced capabilities. For example, Ring’s Premium plan costs nearly $20 per month, while Arlo’s rates begin at $7.99 for a single-camera setup but climb to $17.99 per month for multiple cameras. Notably, both Nest Aware tiers support an unlimited number of devices within a home.
While Google has not explicitly cited reasons for the rate hikes, there is speculation that their rollout of new features may play a role. A Gemini-powered camera intelligence capability, currently in beta testing, is aimed at enriching user experience by providing detailed captions for camera events. For instance, it can describe specific actions captured on video, such as a pet digging in the garden.
Although consumers may be hesitant about price increases, the enhancements in features and capabilities could justify the higher costs. As the market for smart home devices continues to evolve, the competition among tech companies intensifies. Users must weigh the value of advanced subscriptions against their individual needs and preferences.
With the increased capabilities of Nest Aware and Nest Aware Plus, Google aims to solidify its position in the smart home sector. As the company continues to innovate, consumers will have to decide if the added cost is worth the enhanced security and convenience.