Plex is tripling its lifetime subscription price to $750, after doubling it last year. The move comes as a surprising and perhaps lucrative strategy for the company, which aims to encourage users to purchase now before prices rise further.

While Plex claims this is about promoting recurring subscriptions rather than making exorbitant profits, the sudden increase leaves many wondering if they should rush to buy a lifetime pass or wait it out. At $750, one would have to subscribe for 11 years at current rates to break even compared to annual plans.

The company's website is currently awash with urgent calls to action, suggesting that the next six weeks could be crucial for those considering a purchase. It remains to be seen whether this strategy will pay off, or if it’s simply another example of a tech giant leveraging its user base for financial gain.

Meanwhile, existing features such as remote streaming and enhanced media server capabilities remain accessible without a subscription, allowing users to continue enjoying their content while they decide.