YouTube TV subscribers will soon face another price increase as Alphabet-owned YouTube announces a hike in its monthly subscription cost. Starting in January, the price of the streaming service will rise to $82.99 per month, up from the current $72.99.
The company attributes the higher cost to increasing content expenses. In an email to subscribers, YouTube TV acknowledged the impact of the decision: “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.” Subscribers will see the updated price reflected in their first billing cycle after January 13.
YouTube has also acknowledged that some customers may cancel their subscriptions due to the higher fees, emphasizing that users are free to unsubscribe at any time.
This price increase follows a broader trend across the streaming industry, with major platforms raising their prices or introducing new monetization strategies. Disney increased the cost of its ad-supported and ad-free Disney+ plans earlier this year, while also raising prices for its Hulu + Live TV bundle. Apple TV+, Paramount+, and others have similarly adjusted their pricing or cracked down on password sharing.
YouTube TV’s new monthly cost matches Disney’s Hulu + Live TV bundle price, positioning it among the most expensive live TV streaming options. The service, which launched in 2017 at $35 per month, has steadily increased its subscription fees over the years, most recently raising the price to $72.99 in March 2023.
While the rising costs reflect growing content expenses and efforts to enhance live TV features, they also highlight the increasing financial burden on consumers as the streaming market matures and competition intensifies.