YouTube TV is raising prices for the first time in three years.

YouTube TV is raising prices for the first time in three years.

Effective Thursday, the streaming service will charge $72.99 instead of $64.99 per month for new subscribers. Existing subscribers will see the increase beginning with the first bill on or after April 18.

The 12% hike is a significant increase but also a sign of the direction the rest of the streaming industry is headed. In the last six months, Sling TV, Fubo TV, DirecTV Stream, and the Hulu Live TV bundle each have raised prices between $5 and $10.

The last time YouTube TV raised its price was in June 2020. While there have been carriage fights and other issues during that timespan, it’s still a long period of stability. Hulu, by contrast, has had several price increases in the same time span.

“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 tweeted, regarding the announcement. They also revealed the service’s 4K Plus add-on will drop by $10.

All of this comes on the heels of YouTube TV signing a massive deal with NFL Sunday Ticket. The price for the out-of-market games add-on has not yet been announced.

For those who want to switch streaming services in light of YouTube TV’s decision, the most comparable competitors are Fubo TV, DirecTV Stream and Hulu Live TV.

Sling TV and Philo are significantly cheaper but offer far fewer channels.