Outrage as Ring Video Doorbell Subscription Fees Skyrocket

Ring video doorbell customers are deeply concerned about the significant rise in subscription fees that are scheduled to come into effect in March.
Upon the purchase of the devices, customers have the option to pay a subscription fee in order to store footage on the cloud, download clips, and receive discounted products. However, the subscription fees are poised to surge by an alarming 43%, from £34.99 to £49.99 per device, per year, for basic plan customers.
Despite Ring’s assertion that it still offers “some of the best value in the industry,” customers have voiced their discontent with the increase in pricing.
One customer expressed their frustration on the Ring message board, declaring their intention to terminate their subscription and boycott the company. Other customers echoed similar sentiments, expressing their frustration with the substantial rise in fees without any additional benefits.
Consequently, many customers have already chosen to cancel their subscriptions, with some indicating that they will no longer recommend the cameras to others.
In response to the backlash, Amazon, the owner of Ring, stated, “Since the launch of Ring’s Protect Basic Plan in 2015, we have consistently found ways to improve the plan in order to provide more value to our customers. As we continue to invest in the services we offer, we are adjusting our Protect Basic plan pricing.”
The basic plan fee has doubled since 2022, when it was priced at £24.99 per year for each device. Furthermore, for customers who opt to pay monthly, the charges will increase from £3.49 to £4.99 per month.
Although it is still possible to utilize Ring products without paying a monthly subscription, the features are considerably limited.
Natalie Hitchins from the consumer group Which? expressed her concern over the substantial price increase, particularly during a time when many individuals are encountering financial difficulties. She emphasized the necessity for Ring to justify the steep price hike to its customers, especially when the improvements to its services are unclear.
The consumer research firm GWI revealed that the adoption of smart security products, including those offered by Ring, has surged in recent years, with the proportion of homes utilizing them rising from 4% to 11% between 2019 and 2023.
Despite Ring’s position as a market leader, Chris Beer from GWI cautioned that the price hike could impact the reputation of its parent company, Amazon. He noted that in the UK, Amazon is strongly associated with offering value for money, and any increases in prices may be perceived as unexpected or unusual by consumers.
The news of the price hike has elicited outrage among Ring video doorbell customers, with many expressing their disillusionment and frustration at the substantial increase in subscription fees. As the implementation date approaches, it remains to be seen how Ring and Amazon will navigate the fallout from this decision.