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Google-owned YouTube TV (GOOG, GOOGLE) is rising the costs of its month-to-month subscription plans, with plans rising to $82.99 per thirty days, up from $72.99.

“We don’t make these choices frivolously and we perceive that this impacts our members,” YouTube wrote in an e mail to prospects.

The corporate stated the rise comes amid “rising prices of content material and the investments we’re making within the high quality of our service.”

YouTube TV, the Web pay TV service that enables viewers to observe reside channels and entry native broadcast networks like ABC, CBS, FOX and NBC, was launched in 2017. Since then, the Its breadth of content material, in addition to its value level, made it engaging to customers on the lookout for a less expensive alternative for his or her cable packages.

In line with Latest TV Shows from Nielsen report, YouTube, which additionally contains the main digital platform, notched one other consecutive month because the most-watched streaming service on TV screens in the course of the month of November.

In whole, YouTube captured 10.8% of the full U.S. tv viewers, up from 9% within the year-ago interval. It additionally made a substantial bounce from Netflix’s 7.7% market share.

Different pay-per-view streaming platforms have additionally elevated their costs this yr.

Disney (SAY) increased prices of its numerous subscription plans in October, whereas that of Comcast (CMCSA) flagship streaming service, Peacock, implemented price increases in Julysimply earlier than the Paris 2024 Olympics.

And in June, Warner Bros. (WBD) Max streaming platform prices increased for its ad-free streaming plans, additionally forward of key applications: the second season of its hit prequel “Sport of Thrones,” “Dragon House.”