Uploaded August 2026 | Updated September 2026, 3 weeks ago
Uber once sold riders on a simple promise: Order a car right from your phone for less than a taxi.
One major change happened behind the scenes: up-front pricing. Instead of relying on a predictable rate based largely on time and distance, Uber now uses algorithms and a range of real-time factors to determine what riders pay and what drivers earn.
Since then, prices have risen dramatically. From 2018 to 2022, average Uber fares in the US rose 83%, nearly four times the annual rate of inflation. And when Business Insider employees requested the same UberX ride at the same time, the highest fare was nearly 21% more expensive than the lowest. A larger Consumer Reports test of Uber and Lyft found even wider gaps on some routes.
Critics accuse Uber of using AI and algorithms to extract the most money from consumers while paying drivers the least. Uber flatly denies using personalized data and cites higher costs and a post-pandemic driver shortage among the reasons prices have skyrocketed.
So, how does Uber actually set your fare? And what is the real reason Uber rides are so expensive?
Also read "Uber driver says these 3 behaviors will get passengers a 1-star rating": bit.ly/4quTEtt
00:00 - Intro
01:46 - Uber's Good Bargain
04:32 - Era of Up-Front Pricing
08:39 - Same Ride, Different Price
11:32 - Uber Turns a Profit
13:12 - Up-Front Pricing for Uber Drivers
16:54 - Uber's Take Rate
20:38 - Rise of Algorithmic Pricing
22:35 - Credits
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#uber #transparentpricing #rideshare #algorithmicpricing #costofliving #upfront #pricing #soexpensive
WATCH MORE EPISODES FROM SO EXPENSIVE:
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youtu.be/j6G91ryji5s
The Illegal Business Of Fake World Cup Jerseys
youtu.be/RZGsfvFXStY
How America Made The World Cup Unaffordable
youtu.be/dlkgv-rYE4o
Business Insider is a global newsroom covering business, technology, innovation, and the economy.
Visit our homepage for the top stories of the day: businessinsider.com/?utm_source=youtube
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How Uber Uses AI To Charge You More | So Expensive | Business Insider
Uber once sold riders on a simple promise: Order a car right from your phone for less than a taxi.
One major change happened behind the scenes: up-front pricing. Instead of relying on a predictable rate based largely on time and distance, Uber now uses algorithms and a range of real-time factors to determine what riders pay and what drivers earn.
Since then, prices have risen dramatically. From 2018 to 2022, average Uber fares in the US rose 83%, nearly four times the annual rate of inflation. And when Business Insider employees requested the same UberX ride at the same time, the highest fare was nearly 21% more expensive than the lowest. A larger Consumer Reports test of Uber and Lyft found even wider gaps on some routes.
Critics accuse Uber of using AI and algorithms to extract the most money from consumers while paying drivers the least. Uber flatly denies using personalized data and cites higher costs and a post-pandemic driver shortage among the reasons prices have skyrocketed.
So, how does Uber actually set your fare? And what is the real reason Uber rides are so expensive?
Also read "Uber driver says these 3 behaviors will get passengers a 1-star rating": bit.ly/4quTEtt
00:00 - Intro
01:46 - Uber's Good Bargain
04:32 - Era of Up-Front Pricing
08:39 - Same Ride, Different Price
11:32 - Uber Turns a Profit
13:12 - Up-Front Pricing for Uber Drivers
16:54 - Uber's Take Rate
20:38 - Rise of Algorithmic Pricing
22:35 - Credits
------------------------------------------------------
#uber #transparentpricing #rideshare #algorithmicpricing #costofliving #upfront #pricing #soexpensive
WATCH MORE EPISODES FROM SO EXPENSIVE:
The Fight To Make Expensive Stadium Food Illegal
youtu.be/j6G91ryji5s
The Illegal Business Of Fake World Cup Jerseys
youtu.be/RZGsfvFXStY
How America Made The World Cup Unaffordable
youtu.be/dlkgv-rYE4o
Business Insider is a global newsroom covering business, technology, innovation, and the economy.
Visit our homepage for the top stories of the day: businessinsider.com/?utm_source=youtube
Sign up for our newsletters: businessinsider.com/subscription/newsletter?utm_source=youtube
Find Business Insider on Facebook: facebook.com/businessinsider
... on Instagram: instagram.com/businessinsider
... on X: https://x.com/BusinessInsider
... on TikTok: tiktok.com/@businessinsider
How Uber Uses AI To Charge You More | So Expensive | Business Insider
