YouTube TV is increasing its monthly subscription prices from $64.99 to $72.99 per month for its subscribers due to rising content costs.
"As content costs have risen and we continue to invest in the quality of our service, we are updating our price to keep bringing you the best possible service,” the streaming platform wrote in an e-mail.
The price hike will immediately be effective to new subscribers. However, existing subscribers of the platform will find the new price changes in their next billing cycle or on April 18 afterwards.
“We are committed to offering a premium way for you to stream TV, but understand this new price may not work for you,” the TV service tweeted. “We do hope YouTube TV continues to be your service of choice, but we want to give you the flexibility to cancel at any time.”
This marks the first time YouTube TV had increased its prices in three years. Last July 2020, YouTube TV had gone up from $49 to $64.99 a month – a stark contrast to its 2017 debut price of $35 a month.
The update also comes two days after YouTube TV announced the testing of a “multiview” feature that lets streamers view up to four games at one time, highlighting the service's focus on sports.
The streaming giant recently bought the exclusive rights to NFL Sunday Ticket for $2 billion a year – about double the price of its previous rights holder DirecTV which paid only $1 billion for the package.
Sunday Ticket will be available on YouTube TV and on YouTube Primetime Channels as an add-on package once the 2023 NFL season starts.