YouTube has announced that it’s raising the price of its YouTube TV subscription to $72.99 per month. The new monthly price is an $8 increase from the current $64.99 monthly fee. New members will see the new price starting today, while existing members will see the price change staring on April 18. The Google-owned company blames a rise in “content costs” for the change.

“As content costs have risen and we continue to invest in our quality of service, we’ll be adjusting our monthly cost, after 3 years, from $64.99/mo to $72.99/mo, in order to bring you the best possible TV service,” the company said in a tweet.

To soften the blow, the company announced that it’s lowering the price of its 4K Plus add-on from $19.99 per month to $9.99 per month.

YouTube notes that this is it’s first price increase in three years. In July 2020, the price for YouTube TV increased from $49 to $64.99. The service debuted in 2017 at $35 per month.

“We are committed to offering a premium way for you to stream TV, but understand this new price may not work for you,” the company said in a tweet. “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.”

YouTube TV recently announced a landmark streaming deal with NFL Sunday Ticket, which has previously only been available through DirecTV in the U.S. The multi-year deal is worth $2 billion per season, reports said.

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