YouTube TV subscribers are set to experience another price hike, with the monthly fee increasing by $10 to $82.99 starting January 13.
This marks the second price increase within a year, following an $8 rise in March 2023, as reported by Deadline.
In a letter to subscribers, YouTube TV explained that the decision to raise prices was not made lightly, recognising the impact it might have on its members.
The company stated that the increase is necessary to maintain its commitment to enhancing live TV viewing with features like unlimited DVR storage, multiview functionality, and an extensive on-demand library of films and shows.
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The new rate places YouTube TV on par with Disney’s Hulu + Live TV bundle. Despite the rise, YouTube TV offers flexibility that traditional pay-TV services often lack, allowing subscribers to pause or cancel their plans with ease.
Google, YouTube TV’s parent company, acknowledged that some subscribers might choose to leave but expressed hope that its offerings would continue to make it a preferred service.
With 8 million subscribers, YouTube TV ranks among the top pay-TV providers in the US. Its recent growth has been bolstered by a long-term deal with the NFL to provide Sunday Ticket access.
The rising costs of programming and operating streaming platforms have led businesses to increase prices for both standalone services and bundled packages.
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