Plex announced on July 24 a five-year subscription tier for its Plex Pass at $250, replacing the previous five-year offering that expired the day before, and also raised the price of its Lifetime Pass to $750. The company originally offered lifetime access for $75 when it launched in 2012, increased the price to $120 in 2014, and set the price at $250 in March 2025 before ending that offer. Plex has raised $87.6 million across nine funding rounds, according to CB Insights, and has not yet disclosed profitability. In a blog post on July 23, Plex said the price adjustments “reflect the real, ongoing value of the software and our commitment to building, improving, and supporting Plex for years to come.” The firm said the new five-year pass and higher lifetime price are intended to generate recurring revenue, improve cash flow, support investor expectations, fund new features, and reduce reliance on advertising revenue. Plex indicated it has previously considered eliminating the lifetime pass in favor of recurring subscriptions, and the five-year tier may represent the longest‑term subscription option currently available to customers.