Plex has hiked its Lifetime Pass price from $250 to a staggering $750, effective July 1. This move forces users to choose between a one-time payment or ongoing subscription fees.

The upgrade brings the cost back up to where it was in 2014, after an earlier spike from $75 to $150. Plex claims this is to reflect 'the real, ongoing value' of its software, though customers see it as a revenue grab.

In a bid for profitability, Plex now prefers monthly or annual subscriptions, which start at just $70 per year. The company acknowledges that a lifetime pass could take 11 years to match the cost of multiple annual subscriptions, suggesting users should pay monthly for better value in the long run.

While some see this as an attempt by Plex to align with modern subscription models, others argue it makes their media server features less accessible. The decision highlights a broader trend towards recurring payments over lump-sum transactions.