On the Thursday just gone, YouTube TV announced the increase of subscription prices once again, its final move on the pricing of this streaming service-within-the-cost. In an email forwarded to customers, this development was said to be necessary to keep up with the rising cost of content and the investments we make in the quality of our service.
New Year’s Day 2025 will make the basic subscription plan increase by $10, from $72.99 to $82.99 per month. This is an example of the steadily increasing price spiral that streaming services encounter as they add more to their libraries and ensure they include higher-quality material.
When does the price increase take effect?
When you join for the very first time, the price hike immediately applies to you—it takes effect; whereas existing subscribers are subjected to the same rates on their billings, starting from January 13, 2025. “The members on YouTube TV can at any time pause or cancel their membership,” added the Allison Toh spokesperson to the declared statement of USA TODAY. She went on to add that they do not take any such pricing decisions lightly.
It was launched first abreast in 2017, then in early 2018 as a knockoff of cable services. For $35/month, one had many options for entertainment. In the meantime, it gradually started adding features, i.e., Spanish networks and sporting events, increasing the price.
A history of price increases
YouTube TV’s subscription fees have steadily climbed since its inception. The platform’s original $35 monthly cost was a major draw for cord-cutters looking for an affordable streaming option. However, as the platform has expanded its offerings, prices have increased accordingly:
- 2017: $35 per month
- 2019: $49.99 per month
- 2020: $64.99 per month
- 2023: $72.99 per month
- 2025: $82.99 per month
The hike is in tune with wider industry trends whereby production and licensing costs of content keep climbing. Hence, subscribers are feeling the pinch as it comes with increased costs across streaming service platforms regarding content produced and licensed for streaming.
Subscriber reactions and alternatives
The price hike announcement has happened all over the place, not surprisingly, with mixed reactions among the subscribers of YouTube TV. Many ended up tweeting or commenting on the social media site X, formerly known as Twitter, expressing displeasure and concern over the increment. Numerous users complained about when the last price increase was, saying it now offers an expensive option to compare against cable. Some users mentioned that this puts YouTube TV within the league of traditional cable bills, thereby destroying the original value proposition of the service.
An increasing number of subscribers are thinking about cancelling their subscriptions. For those looking at options, there are different streaming platforms to choose from, such as Hulu + Live TV, Sling TV, and FuboTV, each with varying price points and features.
YouTube TV, however, still remains at the forefront of offering live TV streaming services in terms of channel offerings and user interface. How well the platform can keep its subscribers with damage control on price increases will depend on how fine the balance it can achieve between quality and affordability in content.
Consumers have been thus left to weigh up what those increased prices might mean for them when pitted against overall increases across the industry. This increase again remains to be seen whether the last action from YouTube will drive subscribers to much more competitive options or make them stay with the service.
