YouTube TV is boosting its pricing yet again.
The cost of the live TV subscription will increase to $82.99 per month from $72.99 per month beginning January 13 for existing users, according to an email delivered to subscribers Thursday. New members will pay $82.99 beginning Thursday.
The company explained that the price rise was due to “the rising cost of content” as well as platform investments.
“We do not take these decisions lightly, and we understand that they have an impact on our members. We are committed to providing you tools that are altering the way we watch live TV, such as limitless DVR storage and multiview, as well as supporting YouTube TV’s massive on-demand library of movies and episodes,” the email adds.
The most recent price rise occurred in March 2023, when YouTube TV increased the monthly subscription fee from $64.99 to $72.99. That happened after YouTube TV signed an agreement to stream NFL Sunday Ticket.
Prior to that, YouTube raised the price to $64.99 from $49.99 in 2020, after initially charging $35 per month in 2017.
READ MORE: YouTube TV Is Now Reportedly The Fourth Largest Television Provider In The United States
According to the Nielsen Gauge, YouTube TV is continuously one of the most popular streaming services, with a new high of 10.8 percent of total TV usage in November.
In recent months, several entertainment providers, including Disney+, Hulu, and ESPN+, have raised their fees.
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