Filmora recently released Filmora 12, a new version of their video editing software. A YouTuber known as Daniel Batal, a video editing tips channel, has realized since their new software update that their Lifetime licenses they paid for a few years ago no longer are "Lifetime". They are now asking him to pay for the software again through a subscription plan. They recently changed this from calling new versions "software updates" to "upgrades" so they don't have to honor their lifetime licenses they previously sold.
This is standard practice these days, so no surprise. The main issue I see is that the original product info made no inference that future udates and future upgrades were two different items and relied on two different licence methods, nor does the advert seem to mention a software version number. Nothing surprising. All these software companies do this these days. Because they can't make money off lifetime/perpetual licenses and as you can tell from the pricing, the lifetime license is just shy of 2 years worth of subscription.
A Chinese copycat of Adobe Premiere enticed users with a lifetime option, and when they realized they can ditch it and make more money because of their increased popularity, they do. Yes, subscriptions are becoming more common, but that should only apply to new purchases. To try and change the terms after purchase is scummy at best and likely illegal, though Microsoft got away with it with W11, so they likely will, too.
Most software makes it very clear on purchase that minor version updates are free and major version updates/upgrades will need to be purchased. That does not appear to be the case here. Furthermore, it doesn't matter if someone got the equivalent of several years of value from what they paid; if they bought it thinking that was going to be the only money they were going to have to pay for it, then any additional payment, regardless of discounts (what a bunch of BS, that whole company response is just pathetic and disgusting) or how many years they've been using the software, is too much. If they can't make it without subscriptions, they should have thought of that to begin with. That's on them, not the customers.
"Oh, sorry, but that car I sold you a few years ago didn't make me enough money, so I'm going to need you to give me some more so I can keep my dealership open." Yes, I realize it's not exactly the same, since a car doesn't require continued work and updates, but it's just as ridiculous, because if you buy something, you expect the original terms of purchase to not change a few years down the road. If they thought they needed to offer lifetime licenses at first to grow their business and get the software out there, fine, they should have done it for a bit then changed the licensing model for future purchases. I say just find a better product from a better company and tell them to gf themselves, and good on him for bringing attention to this.
It's like people are forgetting the times where you would have to purchase new software every year or few years if you wanted the newest features...e.g. It's like people are forgetting the times where you would have to purchase new software every year or few years if you wanted the newest features...e.g. Because that's not how it was advertised, simple as that. Had they stated the "lifetime" license wasn't actually lifetime but was only for that major version, there would be zero problem. The use of the word lifetime alone is an issue here, but the fact it wasn't clearly stated there were any limitations on that just solidifies the fact that, whether or not it was the original intent, it was made to look that way. At a minimum, it was deceptive advertising. At worst, it was flat-out false advertising or they have violated the contract of the sale, which was $60 for a lifetime license.
Lifetime updates that excludes major version updates is entirely pointless. Everyone knows that a single major version is never and will never be supported for life so the implication of a lifetime license is that it includes major updates otherwise "lifetime" could be 1 year or 2 years or maybe if lucky 5. The intent and outcome obviously seems to have changed. Maybe business growth was slowing too much or profit margins weren't hitting required targets, whatever doesn't matter, but generally there are two ways to address this currently. First is to make significant changes to the product to attract new customers and the second is to change the licensing model in such a way the it increases revenue and profit margin. An example of such a change is going from per CPU socket licensing to per CPU core licensing which pretty well everyone has done now or is going to do and in the process of doing it.
From what I can find online going back a long time ago to version 8 when version 9 was released it appears lifetime license holders did get the "upgrade" for free. The License Agreement terms at the time however did stipulate that updates and upgrades were different and upgrade entitlements were not included. Seems like it's always been a "at their discretion" situation and that has changed. So either upgrades in the past, like 2017-2018, were been given for free (not 100% on that) and that is no longer being done or it was never a thing.
Before Vtubers were as big, I got FaceRig to play with. One time payment. I guess they weren't making enough money of that, and they "retired" it and made a totally new product called Animaze, which was sub focused and if you didn't pay was severely crippled. I'm not sure if they still exist now as other freemium alternatives appeared like prprlive and later vtube studio. Also, even if you have a licence for a version, I've learnt not to expect to keep using it forever. Activation servers may not stick around. I'm still calling out DxO on that, as I wanted to transfer what was still fine for me older version from a PC I was retiring to another newer PC. I had the installer, I had the license code, but the activation server was no more. I checked in with support and their response was they wouldn't help me as the product was unsupported now. Why would I ever touch one of their products again?
Adobe consumer tier is nearly as bad. The pain point there is you have to deactivate software from the old system before you can reuse the licence on a new install. Unless they changed it more recently, there is no way to deactivate remotely via web for example. If you forgot to do it or otherwise can't, you lost that activation forever. I believe the pro tier does allow web deactivation. I can't even figure out Corel's activation system so I also wont consider them beyond the few working installs I have already.
Because that's not how it was advertised, simple as that. Had they stated the "lifetime" license wasn't actually lifetime but was only for that major version, there would be zero problem. The use of the word lifetime alone is an issue here, but the fact it wasn't clearly stated there were any limitations on that just solidifies the fact that, whether or not it was the original intent, it was made to look that way. At a minimum, it was deceptive advertising. At worst, it was flat-out false advertising or they have violated the contract of the sale, which was $60 for a lifetime license. Lifetime updates that excludes major version updates is entirely pointless. Everyone knows that a single major version is never and will never be supported for life so the implication of a lifetime license is that it includes major updates otherwise "lifetime" could be 1 year or 2 years or maybe if lucky 5.
In practice, Filmora presents a mix of perpetual and subscription options. The Basic and Advanced plans offer multi-platform use (Windows and Mac) with single-user licenses, while the Perpetual Plan is device-specific. You can access all of Filmora's basic editing features for free, but exported videos may carry watermarks unless you upgrade. A standard license grants access to updates for life, but major version upgrades are subject to new terms. The ongoing subscription path remains a key revenue model for the company, with monthly or yearly payments to use Filmora beyond the included lifetime entitlements.
Meanwhile, Filmora markets promotions, bundles, and student discounts. They frequently host campaigns, seasonal promotions, and educational offers, such as up to 50% off for students or educators and one free export without a watermark for new Wondershare IDs. These promotions help new users access features and test the software, while existing-license holders watch as terms evolve. The broader trend across the industry shows a move toward subscriptions even when initial pricing suggested perpetual value, making buyer vigilance and clear license terms crucial for trust.
To help readers contextualize the licensing landscape, a simple comparison infographic could illustrate lifetime, upgrades, and ongoing subscription terms across major software families, highlighting what users typically receive with each model.
Software Product Licensing Models - All You Need To Know
Video content could clarify the differences between updates, upgrades, and major version changes, while also outlining user rights under legacy licenses and how transitions to subscription affect existing customers.
In summary, the Filmora situation underscores a broader cautionary principle for software buyers: read licensing terms carefully, distinguish between updates and upgrades, and understand what âlifetimeâ promises in practice. For current Filmora users, evaluating the value of a perpetual stance versus a subscription path depends on how many major upgrades they anticipate and how critical continued access to new features is for their workflow.
To explore options, readers can consider trying Filmoraâs free trial to assess features before committing to any plan, and keep an eye on student, educator, or bundle promotions that may offer cost-effective access to the latest versions or additional tools. The ongoing dialogue around licensing models will likely continue as the software industry debates the balance between upfront revenue and long-term customer value.