YouTube TV Gets $8 Price Hike, Now Costs $72.99 Per Month

After three years, another hefty price hike has come to YouTube TV. On Thursday, the streaming service announced it's raising the monthly cost by $8.

That means consumers will have to pay $72.99 per month, up from $64.99. The price hike takes effect today for new customers and on April 18 for existing subscribers.

YouTube TV says the price hike is due to broadcast partners jacking up fees as the service prepares to add NFL Sunday Ticket. “As content costs have risen and we continue to invest in our quality of service, we’ll be adjusting our monthly cost,” the company tells subscribers.

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Unlike the regular and free YouTube service, YouTube TV gives you access to over 100 live TV channels from broadcast partners, including ABC, CBS, Fox, and ESPN. The strong lineup has made YouTube TV an attractive option for consumers looking for a cable TV replacement. But the $8 price hike up may end up souring new and existing subscribers amid persistent inflation. (In contrast, the Hulu + Live TV plus ESPN+ plan currently costs $69.99 per month.)

YouTube TV conceded that some consumers may be upset with the change. “We are committed to offering a premium way for you to stream TV, but understand this new price may not work for you,” the streaming service said on Twitter. “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.”

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The price hike also arrives without adding any new features. But in some good news, YouTube TV is lowering the price for its “4K Plus” add-on from $19.99 to $9.99 per month. Subscribers who already enrolled in the 4K Plus tier will save $2 per month, even after the price hike.