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YouTube TV is the latest streaming service to impose a price hike, and it's a big one.
The cost of the live TV streaming service is jumping from $72.99 per month to $82.99. In a Thursday email to subscribers, YouTube cited "the rising cost of content" and new investments it's made for the service.
"We don't make these decisions lightly, and we realize this has an impact on our members," YouTube wrote. "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."
(Credit: YouTube TV)For existing customers, the new price will appear on their monthly bills on or after Jan. 13.
The news is not sitting well with many subscribers. "This finally broke the camel's back," wrote one customer on Reddit, who first subscribed to YouTube TV in 2017 when it was just $35 per month. "I'll be cancelling the second college football is over and will just sub for the college football seasons from now on."
YouTube TV subtly admits the price hike may be too much for some subscribers. “We hope YouTube TV continues to be your service of choice, but we understand that some of our members may want to cancel their subscriptions,” it wrote. “As always, family managers have the ability to pause or cancel anytime. You can find more information in our Help Center.”
The price increase comes after YouTube TV increased the cost to $72.99 in March 2023, up from $64.99, citing TV broadcasters jacking up fees. Although PCMag rates YouTube TV as one of the best streaming services for sports, the high cost is causing many customers to question if it’s still worth it. “The best feedback is cancelling as soon as you receive the email, like we just did,” wrote another Reddit user.
YouTube TV offers a promotion for new customers that lowers the monthly cost to $59.99 for the first three months. The $82.99 fee kicks in afterward.
“If you are currently on a trial or promotional price for the Base Plan, that promotion is still honored and unchanged,” YouTube TV added in the email.