Luma AI Pricing: What 10,000 Credits Buy in 5-Second Ad Clips

Luma's $30 Plan Covers 25 Seedance 2.5 Clips a Month

Luma's pricing page lists Plus at $30 a month on monthly billing, with 10,000 credits. Spend those credits on 5-second Seedance 2.5 clips at 720p and you get 25 whole clips. Each one costs $1.17. The same clip works out to about 88 cents on Pro and 78 cents on Ultra.

We sell some of the same models, so you also get the comparison we'd want to see. Seedance 2.5 costs less on Luma than on Novoads, and Kling 3.0 costs less on our Plus plan than on Luma's.

Of the top five results for this search on November 4, we could read four, and none of those articles prices a clip on any plan. Luma's own table stops at credits a second, so we did the multiplying.

We read Luma's own pages and the public ratings on November 4, 2026. We didn't test Luma for this post, and the one clip you'll see here is ours, made in Novoads. (By Luma we mean Luma AI at lumalabs.ai, the video and image tool. The events app at lu.ma is something else.)

Luma's plans, monthly and yearly

Prices as of November 4, 2026. We read Luma's pricing page from Spain, where it showed dollars and no tax line. So these are listed prices, and we can't tell you what you'd actually be charged. The page has no date on it either, so November 4 is only the day we read it. We don't know when these prices began.

Plan	Monthly billing	Yearly billing	Credits a month	What the card adds
Plus	$30 a month	$25 a month, $300 billed yearly	10,000	Luma and third-party image and video models, edit access for guest collaborators, commercial use
Pro	$90 a month	$75 a month, $900 billed yearly	40,000	Everything in Plus, 4x usage with the Luma Agents
Ultra	$300 a month	$250 a month, $3,000 billed yearly	150,000	Everything in Pro, 15x usage with the Luma Agents

The page opens on monthly billing, and the per-month yearly prices show up once you click Yearly. Team and Enterprise have no listed price, and both cards say "Contact us."

Each step up gets you more credits per dollar. Pro costs 3 times what Plus does and comes with 4 times the credits. Ultra costs 10 times Plus and comes with 15 times the credits. The "4x usage" and "15x usage with the Luma Agents" on the cards match those multiples, so we take them to mean the same extra credits, though no page we read spells that out.

A Luma FAQ from March 16, 2026, says credits are "used every time you generate images, video, audio," so the clip counts further down assume you spend them on nothing else.

The yearly discount is smaller than the headline says

The page's headline says "Save up to 20% with yearly." But on all three cards the saving comes to 16.7%. Twelve months of Plus at $30 comes to $360. The card bills $300 for the year. Pro and Ultra work out to the same percentage.

Luma's other pages don't settle it. A reference page last updated July 13, 2026, repeats "up to 20%." A payments help article updated January 25, 2026, says 20% in one line and 30% in another. We'd budget on the 16.7% the cards show.

Older plans you'll still see on Luma's other pages

Search for Luma's prices and you'll run into a second set of plans. Luma's payments help article, updated January 25, 2026, describes these monthly prices.

Older plan	Web	iOS	Credits a month
Lite	$9.99	$12.99	3,200
Plus	$29.99	$37.99	10,000
Unlimited	$94.99	$119.99	10,000 fast credits, plus unlimited relaxed generations

Apple's US App Store listing for the Luma Dream Machine app showed the same three names at those web prices on November 4. A Luma FAQ from March 16, 2026, uses the same prices as today's cards but swaps two of the names, calling the $30 plan Pro and the $90 plan Plus.

The name Dream Machine doesn't appear on today's pricing page at all. A Luma reference page last updated July 13, 2026, calls it "an older deprecated model replaced by Ray," while the help center and Apple's listing still use the name.

None of this tells you the $30 card changed. These are different pages with their own dates, and we priced this post from the pricing page alone.

Is there a free way in?

It depends on which Luma page you read.

• The pricing page has no Free card. Its individual plans start at $30 a month.
• The reference page last updated July 13, 2026, says "Free trial credits included on all plans."
• The FAQ from March 16, 2026, says "You can try the platform free before choosing a plan."
• The payments article from January 25, 2026, still describes Free plans, limited to Photon images and Ray3.14 video at draft resolution, for personal projects only.

None of those pages says how many trial credits you get or on what terms, so we can't put a clip count or a dollar figure on them.

Credits, top-ups and the spending limit

Credits on a plan don't carry over. Luma's app page says unused credits "expire at the end of the applicable billing cycle and will not be carried over to the subsequent month." So a bigger plan's lower rate only saves you money if you use the credits before the cycle ends.

What happens when you run out depends on the page, and we can't confirm which route a web subscriber gets today.

• A credit help article published December 15, 2025, describes top-ups that "Start at $4 for 1,200 credits." It says they're valid for 12 months and "Only available on an active paid plan."
• Apple's US listing showed "Dream Machine Credits" at $4.00 on November 4.
• The app page and the March FAQ describe a spending limit instead. You set an extra amount in your account settings, and "Luma pauses the moment you hit that limit."

Today's pricing page shows no top-up price. The December article's pack works out to about a third of a cent a credit, a little more than Plus on monthly billing.

Commercial use and the watermark

Today's Plus card lists "Commercial use," and the Pro and Ultra cards include everything in Plus. For the watermark rule you have to go back to Luma's licensing article, updated May 28, 2025, which names an older set of plans and doesn't mention Pro or Ultra.

It says content made on Plus, Unlimited and Enterprise "includes commercial usage rights with no watermark," and it lists advertising among the allowed uses. Free and Lite content, it says, is "for personal use only," with a watermark that "cannot be removed, even if you later upgrade your subscription."

No page we read says whether a clip made on today's trial credits carries a watermark or can run in an ad. We'd ask Luma before building an ad on them.

What 10,000 credits buy in ad clips

Rates as of November 4, 2026. Luma's credit table lists most video models in credits a second. We multiplied each rate by 5 seconds, then by what a credit costs on monthly billing, which is the plan's price divided by its credits. The dollars are our arithmetic, rounded to a tenth of a cent, and each row is the one Luma marks as having sound unless it says otherwise.

Model and setting	Credits a second	Credits for 5 seconds	Plus ($0.003 a credit)	Pro ($0.00225 a credit)	Ultra ($0.002 a credit)
Seedance 2.5, 720p	78	390	$1.17	$0.878	$0.78
Seedance 2.5, 1080p	191	955	$2.865	$2.149	$1.91
Seedance 2.0, 720p	51	255	$0.765	$0.574	$0.51
Seedance 2.0 Mini, 720p	26	130	$0.39	$0.293	$0.26
Kling 3.0, 1080p	49	245	$0.735	$0.551	$0.49
Kling 4.0, 720p	53	265	$0.795	$0.596	$0.53
Veo 3.1, 720p or 1080p	140	700	$2.10	$1.575	$1.40
Ray3.2, 720p, no sound	priced per clip	100	$0.30	$0.225	$0.20

Take the top row. Seedance 2.5 at 720p runs 78 credits a second, and five seconds of that is 390 credits. At $0.003 a credit, that's $1.17 on Plus. Billed yearly, a Plus credit falls to $0.0025 and the same clip to $0.975.

Luma prices Veo 3.1 by the second and lists no clip lengths for it, so its 5-second row is our own multiplication. We didn't see that length offered.

Divide a plan's credits by those clip costs and you get how many whole clips it covers in a month, if you spend the credits on nothing else.

5-second clip	Plus (10,000 credits)	Pro (40,000 credits)	Ultra (150,000 credits)
Seedance 2.5, 720p	25	102	384
Kling 3.0, 1080p	40	163	612
Veo 3.1	14	57	214
Ray3.2, 720p, no sound	100	400	1,500

Seedance 2.5 can also run long. Luma's announcement of August 6, 2026, says "native 30-second generation in one pass." At 720p that's 2,340 credits, or $7.02 on Plus.

Luma's table has no date on it, and we've seen its rates change since we first read them in September. Read it again on the day you buy.

Ray3.2's fine print

Ray3.2 is Luma's own video model, and at 720p it's the lowest line in our table. Four things change what that line means for an ad.

• It has no sound of its own. Luma's Ray page says text and image to video have "no natively-generated audio, so voiceover, music, and sound effects are added as a separate step." So a spoken ad on Ray3.2 needs that extra step.
• The credit table has a note that reads "No keyframes: plus 30 credits," and we couldn't find a Luma page that explains it. If it adds 30 credits to a clip made without keyframes, the 720p clip costs 130 credits. We priced the table as printed.
• Luma's pages give different lengths. The Ray page says text and image to video make clips of 5 or 10 seconds. It says Modify Video can reach 20. The announcement of June 9, 2026, says "clips up to 20 seconds long at 1080p" without naming a mode. The March FAQ says "Individual clips range from 4 to 12 seconds depending on the model."
• Draft doesn't mean the same thing across models. Ray3.2's draft is 360p at 20 credits for 5 seconds. That's 6 cents on Plus. Seedance 2.5's "Draft (480p)" row costs the same 36 credits a second as its regular 480p row, so draft saves you nothing there.

HDR raises the price too. The Ray page says HDR takes twice the SDR credits, and HDR with EXR takes three times.

Luma also sells Ray3.2 through its API, and the API page lists a 5-second clip at 720p for $0.30, pay per video with no commitment. That's the same money as 100 credits on Plus. Luma's reference page, last updated July 13, 2026, says the API "uses a credit system, not a subscription tier," so don't count on a plan's credits there.

Luma against Novoads, clip for clip

We sell several of the video models on Luma's table too, so we can put the same clip on both price lists. Since a Luma credit and a Novoads credit are different units, we compared dollars (what a credit buys across vendors has its own post).

Our Starter is $15 a month for 200 credits, monthly only. That's $0.075 a credit. Our Plus is $49 a month for 1,000 credits. That's $0.049 a credit.

Prices as of November 4, 2026, on monthly billing. Every row has sound on both sides, and the dollars are our arithmetic.

The same clip	Luma Plus	Novoads Starter	Novoads Plus	Lowest of the three
Seedance 2.5, 5 s, 720p	390 credits, $1.17	35 credits, $2.625	35 credits, $1.715	Luma Plus
Seedance 2.5, 5 s, 1080p	955 credits, $2.865	60 credits, $4.50	60 credits, $2.94	Luma Plus
Seedance 2.5, 30 s, 720p	2,340 credits, $7.02	210 credits, $15.75	210 credits, $10.29	Luma Plus
Seedance 2.0, 5 s, 720p	255 credits, $0.765	23 credits, $1.725	23 credits, $1.127	Luma Plus
Seedance 2.0 Mini, 5 s, 720p	130 credits, $0.39	5 credits, $0.375	5 credits, $0.245	Novoads Plus
Kling 3.0, 5 s, 1080p	245 credits, $0.735	10 credits, $0.75	10 credits, $0.49	Novoads Plus
Veo 3.1, 4 s	560 credits, $1.68	72 credits, $5.40	72 credits, $3.528	Luma Plus
Veo 3.1, 8 s	1,120 credits, $3.36	72 credits, $5.40	72 credits, $3.528	Luma Plus

Where Luma costs less

Seedance 2.5 is the clearest case, and it goes Luma's way. At 720p a 5-second clip is $1.17 on Luma Plus. On our side it's $1.715 on Plus and $2.625 on Starter, and none of our monthly plans gets down to Luma's figure.

Longer takes widen the gap. A 30-second take at 720p is $7.02 on Luma Plus and $10.29 on our Plus. It also uses 210 of our credits, which is more than our Starter holds in a month.

At 1080p the gap nearly closes, with $2.865 on Luma Plus against $2.94 on our Plus. Seedance 2.0 at 720p goes Luma's way as well, at $0.765 against our $1.127.

Veo 3.1 depends on the length. Luma bills it by the second, and we charge a flat 72 credits at every length we offer. That makes a 4-second clip much cheaper on Luma, at $1.68 on Plus against $3.528 on our Plus. At 8 seconds the two land close together, at $3.36 against $3.528.

Kling 4.0 and Ray3.2 are on Luma's table, and we don't sell either one today. If you want one of those, there's no comparison to make.

Where Novoads costs less

Kling 3.0 at 1080p with sound goes the other way. In Novoads the model is called Kling v3 Pro, and 5 seconds cost 10 credits. That's $0.49 on our Plus against $0.735 on Luma Plus.

The saving starts at our Plus. On our Starter the same clip is $0.75, a cent and a half above Luma Plus. Luma's bigger plans narrow it too, with Pro at about 55 cents and Ultra level with our Plus at $0.49.

Made in Novoads with Kling v3 Pro · one 5-second vertical take at 1080p with sound, from a single-line prompt · 10 credits · 2026-09-30

That strip is one take of ours, made through our REST API with no reference picture, and the actor said her line word for word. It shows what 10 credits bought on our side. We didn't run it on Luma for this post, so it says nothing about how Luma's version looks. If you're choosing between the models and not the tools, our Kling and Seedance comparison is the better read.

Seedance 2.0 Mini also lands lower on our side. At 720p it's $0.245 on our Plus against $0.39 on Luma Plus. Our Starter comes in at $0.375, just under Luma Plus. On Luma Ultra it's $0.26, which is still above our Plus.

Our lowest plan is half the price of Luma's, at $15 a month against $30, but it covers far fewer clips. Starter's credits cover 5 Seedance 2.5 clips at 720p or 20 Kling clips. Luma Plus covers 25 or 40. Our Plus covers 28 or 100.

Billed yearly on both sides

Both price lists discount yearly billing, so we priced yearly against yearly too. Luma Plus billed yearly is $25 a month, and our Plus billed annually is $39 a month. Our Starter is monthly only.

The same clip	Luma Plus, billed yearly	Novoads Plus, billed annually
Seedance 2.5, 5 s, 720p	$0.975	$1.365
Seedance 2.0, 5 s, 720p	$0.638	$0.897
Seedance 2.0 Mini, 5 s, 720p	$0.325	$0.195
Kling 3.0, 5 s, 1080p	$0.613	$0.39
Veo 3.1, 8 s	$2.80	$2.808

The split doesn't change. Seedance 2.5 and Seedance 2.0 stay lower on Luma, Kling 3.0 and Seedance 2.0 Mini stay lower on ours, and Veo 3.1 at 8 seconds is level to within a cent.

What a failed take costs, and what a poor one costs

Luma's app page says "Any credits used for failed generations will be automatically returned to your account." That covers a generation that fails. It doesn't cover a take that finishes and looks wrong, and we read those credits as spent. The March FAQ's answer to "What if I don't like what Luma produces?" is to "Provide direction in plain language" so the work can iterate, with no word about credits coming back.

So the number to budget is the cost per usable clip, which is the cost per take times however many takes it took. At three takes per keeper, a Seedance 2.5 clip at 720p comes to $3.51 on Plus. The 25 takes in a month leave you about 8 clips you'd use. Our pricing FAQ says a re-render costs the same as a new video at that quality, so the same multiplication applies to our credits. We didn't measure how many takes either tool needs, so the side-by-side above assumes the same count on both.

A one-star Trustpilot review from October 6, 2026, says "they give you 10,000 credits for $30, but fixing a poorly generated video costs over 5,000 credits." An App Store review dated May 10 says "once the AI makes a mistake, you're forced to wait an entire month just to try again." Those are two people's accounts, and we didn't measure either one.

What the public ratings say

Trustpilot showed lumalabs.ai at 1.4 from 72 reviews on November 4, 2026. Of those, 86% give one star, and the profile is unclaimed. Apple's US App Store showed the Luma Dream Machine app at 4.5 from 1.8K ratings the same day.

We wouldn't average those. Apple's listing is for the iPhone app under its older name, and its newest version is 2.0.8 from April 17. The May 10 reviewer says most of the five-star reviews date from 2024 and 2025. And Trustpilot's count is small. We'd read both for what they say about credits, and neither one as a verdict on the video.

Where Novoads fits for ads

We built Novoads for people making ads, and the same credits also cover product photos, talking actors and voiceovers. You pay from the first month, and the plans are on our pricing page. Ultra, the plan we haven't priced above, starts at $129 a month for 3,000 credits.

Novoads' pricing page with Monthly selected, captured 2026-11-04. Each card lists its monthly credits and says you can cancel anytime.

If your ad is a person talking to camera, our talking actor is where we'd start. It's billed per started minute, with the voice included from our ElevenLabs catalog. A started minute costs 200 credits at 720p or 100 at 480p. On our Plus, that's $9.80 or $4.90. On our Starter, the month's credits cover one 720p minute.

Luma's table lists lip-sync models by the second. We haven't set those against our talking actor, because they aren't the same product.

On commercial use, our pricing FAQ says "All videos generated with Novoads are fully licensed for commercial use."

Which side we'd start on

It comes down to your mix of models, so count your clips by model before you pick.

• Start on Luma if your ads are mostly Seedance 2.5 or Seedance 2.0 clips, or if you want Ray3.2 or Kling 4.0.
• Start on Novoads if your ads are mostly Kling 3.0 or Seedance 2.0 Mini clips on our Plus or above, if your ad is a talking actor, or if you want to start below $30 a month.
• For Veo 3.1, go by length. Short clips cost less on Luma, and at 8 seconds the two are about level.

If Runway is on your list too, we reviewed it separately, and we've priced six Runway alternatives by the second. For Seedance 2.0 on its own, its pricing post lists the API and app prices.

On either side, we'd pay monthly for the first month, count how many takes a usable clip needs, and only then switch to yearly billing.