YouTube TV has announced an upcoming price increase, with the base plan set to rise by up to $82.99 per month.
The company cited the need to "keep up with the rising cost of content and investments in the quality of service" as reasons for the price hike, marking a significant double-digit increase.
The streaming service has seen increased popularity, particularly due to the growing demand for live sports programming and the ongoing trend of younger consumers cutting traditional cable subscriptions.
In a message to subscribers, YouTube TV stated that it does not take such decisions lightly, acknowledging the impact on its members.
The company committed to enhancing the platform with new features, such as unlimited DVR storage and multiview options, as well as maintaining a broad content library.
This price hike comes at a time when streaming platforms are gaining traction, as Nielsen data shows more people turning to streaming for news, sports, and entertainment, while traditional broadcast and cable TV ratings continue to decline.
In response, legacy media companies like Paramount, Warner Bros Discovery, and Comcast are shifting focus away from linear television, investing more heavily in streaming media.
