It seems like just yesterday you were getting a good deal on cloud video storage for your Nest cameras—now, Google is dialing up the cost once more. Starting in August 2025, Nest Aware and Nest Aware Plus subscribers will see their monthly and annual bills climb noticeably higher. Whether you’ve grown accustomed to the familiar ping of your Nest cams or you’re still weighing the value of a subscription, this latest increase is bound to grab your attention.

According to emails Google began sending out yesterday, the entry‑level Nest Aware tier will jump from $8/month (or $80/year) to $10/month (or $100/year) when you pay upfront for a year. Meanwhile, Nest Aware Plus, which already delivers around‑the‑clock footage and extended history, is set to increase from $15/month (or $150/year) to $20/month (or $200/year) annually. These adjusted rates kick in on your first bill dated on or after August 15, 2025, or right after any promotional period you’re enjoying wraps up—whichever comes later.

Notably, Google last tweaked Nest Aware pricing back in September 2023, meaning users have already weathered one bump in their subscription dues in less than two years.

What you get (and lose) with—and without—a subscription

You can still use Nest devices sans subscription, but only for live view and a few hours of saved footage. If you want robust cloud storage and the full smorgasbord of smart alerts, you’ll need at least the basic Nest Aware plan.

• Nest Aware grants 30 days of event‑based video history.
• Nest Aware Plus ups that to 60 days of events, plus the last 10 days of continuous 24/7 footage on supported cams.

Both service levels also bundle features that many smart‑home aficionados consider essential nowadays:

• Familiar Faces recognition to tell friends from strangers
• Sound detection for glass breaks, smoke alarms, and more
• e911 calling through the Google Home app to reach your nearest emergency dispatch when you’re away.

Believe it or not, Google’s new rates aren’t wildly out of line with what competitors charge for AI‑driven camera intelligence:

• Ring Protect Plus sits at $19.99/month or $199.99/year, offering unlimited cameras and event history.
• Arlo Secure starts at $7.99/month for a single‑camera plan but jumps to $17.99/month when you cover multiple devices.

Where Nest Aware Plus may edge ahead, though, is in its unlimited device support within a home—no extra charges if you deploy half a dozen cameras.

If you’re a yearly subscriber, your current rate will remain locked in until at least August 15, 2025, giving you a little breathing room to decide. Here are a few options to consider:

• Lock in current pricing by subscribing before August 15—you’ll enjoy the lower rate through your next billing cycle.
• Shop around: Compare features and pricing with Ring, Arlo, Eufy, and other brands, especially if you’re fine managing local storage instead of cloud archives.
• Scale back: If you have an army of cameras, consider paring down to the most critical spots—or rotating devices—to reduce your monthly tab.
• Wait for promotions: New subscriber deals or holiday specials might surface later in the year, potentially offsetting the hike.

Price increases are never popular, but if you rely on Nest’s AI‑enhanced detection and seamless integration with your Google Home ecosystem, the jump might feel justified. If not, it’s a prime moment to reassess your smart‑home strategy—and perhaps give competitors a second look.