For its live TV service, YouTube TV has announced a price increase. Starting January 13, existing members will see their monthly subscription rise from $72.99 to $82.99. According to an email sent to customers on Thursday, new subscribers will immediately be charged the updated $82.99 rate.
The email states, “We don’t make these decisions lightly, and we realize this has an impact on our members. We are committed to bringing you features that are changing the way we watch live TV, like unlimited DVR storage and multiview, and supporting YouTube TV’s breadth of content and vast on-demand library of movies and shows.”
Furthermore, for the latest price hike, YouTube TV cited “the rising cost of content” and ongoing investments in the platform as reasons. The previous increase occurred in March 2023, when the monthly rate went up from $64.99 to $72.99. That adjustment followed YouTube TV’s agreement to stream NFL Sunday Ticket.
Notably, YouTube TV initially launched in 2017 with a subscription price of $35 per month but has steadily increased its rates over the years. In 2020, the price rose from $49.99 to $64.99. However, despite the rising costs, YouTube TV remains one of the most popular streaming platforms. According to Nielsen’s Gauge report in November, it reached a milestone, accounting for 10.8% of all TV usage.
Additionally, the upcoming price increase for YouTube TV will not include the addition of new channels. The service will continue to offer its existing lineup of over 100 traditional network and cable channels, along with a DVR feature and support for up to six accounts per household. While YouTube did not disclose its current subscriber numbers, it previously reported having eight million paying customers as of February.