Delivering the latest case of streaming sticker shock, YouTube TV is raising prices by $10 month in January, hitting $82.99 for its basic plan.
“We don’t make these decisions lightly, and we realize this has an impact on our members,” the company wrote in a note to subscribers. “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.”
The increase, which will take effect January 13, follows an $8-a-month bump-up in March 2023. The new price for YouTube TV matches that of Disney’s Hulu + Live TV package.
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Earlier this year, YouTube TV parent Google said the service had reached 8 million subscribers, putting it in the top tier of pay-TV operators. Its growth of late has been spurred by a long-term deal with the NFL to provide Sunday Ticket. YouTube is also commanding an ever-larger share of total viewing on TV sets, enabling the tech giant to acquire customers at a healthy rate.
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Unlike conventional pay-TV providers, YouTube TV offered subscribers an easy way to opt out if they felt too frustrated by the new pricing. “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,” the company told them. “As always, family managers have the ability to pause or cancel anytime.”
Prices have been rising for stand-alone services and bundles as companies have grappled with the steep cost of programming and operating a streaming outlet. Disney a few weeks ago was the latest to phase in increases across its streaming portfolio. CFO Hugh Johnston spoke to the strategy this week at the UBS Media and Communications. He said providing more value across the company, which for Disney+ means blockbusters like Deadpool & Wolverine and Inside Out 2 gave the company an opportunity to “take price,” which is business-speak for inflation.