Google has announced a significant price increase for its Nest Aware subscription service, a move that has sparked concern among users, especially given the aging state of Nest Cam hardware.
The Nest Aware subscription, essential for maximizing the functionality of Nest Cam devices, will see its monthly fee rise from $8 to $10, and the annual fee from $80 to $100. Similarly, the Nest Aware Plus plan will increase from $15 to $20 per month, and from $150 to $200 annually. These changes are set to take effect on or after August 15, 2025, for existing subscribers. ([verifiedmarketresearch.com](https://www.verifiedmarketresearch.com/blog/google-ups-nest-aware-subscription-prices-again-sparking-user-frustration/?utm_source=openai))
This price adjustment follows a previous increase less than two years ago, where the base Nest Aware plan rose from $6 to $8 per month, and the Plus plan from $12 to $15 per month. ([9to5google.com](https://9to5google.com/2023/09/01/nest-aware-price-increase/?utm_source=openai)) Google attributes these hikes to market shifts, which can include inflation and local tax updates. ([9to5google.com](https://9to5google.com/2025/07/16/nest-aware-price-2025/?utm_source=openai))
Despite the increased costs, the Nest Cam hardware has not seen significant updates in four years. The current Nest Cam (battery), priced at $179, offers a 2MP sensor capable of 1080p video and black-and-white night vision. In contrast, competitors like Arlo provide cameras at similar price points with 2K HDR recording, color night vision, and enhanced zoom capabilities. ([9to5google.com](https://9to5google.com/2025/07/20/nest-cam-price-hike/?utm_source=openai))
Users have expressed frustration over paying more for a service without corresponding hardware improvements. The lack of new features or enhancements accompanying the price increase has led many to question the value proposition of staying within the Nest ecosystem. ([verifiedmarketresearch.com](https://www.verifiedmarketresearch.com/blog/google-ups-nest-aware-subscription-prices-again-sparking-user-frustration/?utm_source=openai))
To address these concerns, Google could consider refreshing its hardware lineup with higher-resolution cameras and improved night vision. Alternatively, enhancing the Nest Aware software with advanced features and improved notifications could justify the price increase. However, as it stands, the price hike comes without immediate tangible improvements, leaving users to decide whether to continue with the service or explore alternatives.
