YouTube has announced an increase to the price of its YouTube TV subscription from $64.99 to $72.99 per month.
New subscribers will see the new price starting Wednesday while existing members will see the price increase from April 18.
The company blamed the increase on “content costs”.
“As content costs have risen and we continue to invest in our quality of service, we’ll be adjusting our monthly cost, after 3 years, from $64.99/mo to $72.99/mo, in order to bring you the best possible TV service,” the company said in a tweet.
However, the company announced it’s lowering the price of its 4K Plus add-on from $19.99 per month to $9.99 per month.
This is the first price increase in three years. In July 2020, the price for YouTube TV increased from $49 to $64.99, and it was $35 per month when it was launched in 2017.
“We are committed to offering a premium way for you to stream TV, but understand this new price may not work for you,” the company said in a tweet.
“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.”
YouTube TV recently announced a streaming deal with NFL Sunday Ticket, which has only available through DirecTV in the U.S.
The multi-year deal is reportedly worth $2 billion per season.
YouTube TV isn’t the only streaming service that has hiked prices as Sling TV, FuboTV, DirecTV and Hulu have increased prices in the past.