Yeah and they're not alone, Amazon Prime Video is getting really obnoxious too.

they are trying to move to subscription model, seems like a reasonable alternative

Are they? I’m not convinced that could make more revenue from subscriptions compared to ads.

I've been a subscriber for years. I want the creators to get money. They have a music app attached that's free. It's honestly really great.

I'm in a similar boat (grandfathered from Gplay), but remain apprehensive that the prices will continue to rise and the window will continue to shift towards enshitification.

I'm not worried as long as Google keeps their generous revenue split. The way it's set up now, effectively 50-50, means that the incentives of the creators and the service are aligned. Both parties want as much viewership as possible. If Google stops sharing revenue, then Google has an incentive that doesn't align with the creators, as the quality of the product effectively isn't important, and the quality creators will leave to another platform.

When that happens, I'll likely just move to Nebula.