YouTube TV delivers the latest streaming sticker shock, raising prices by $10 a month in January to $82.99 for the basic plan.

“We do not make these decisions lightly and recognize that this impacts our members,” the company wrote in a note to subscribers. “We’re committed to bringing you features that change the way we watch live TV, like unlimited DVR storage and multiview, and YouTube’s content diversity and extensive on-demand library of movies and shows to support TV.”

The increase, which goes into effect on January 13, follows an $8 per month increase in March 2023. The new price for YouTube TV is the same as Disney’s Hulu + Live TV package.

Earlier this year, YouTube TV parent company Google announced that the service had reached 8 million subscribers, putting it among the top tier of pay-TV operators. Its recent growth has been fueled by a long-term contract with the NFL to provide Sunday Ticket. YouTube is also accounting for an increasingly larger share of total TV viewership, allowing the tech giant to acquire customers at a good pace.

Unlike traditional pay-TV providers, YouTube TV gave subscribers an easy way to opt out if they were too frustrated with the new prices. “We hope YouTube TV remains your preferred service, but we understand that some of our members may wish to cancel their subscriptions,” the company told them. “As always, family managers have the option to pause or cancel at any time.”

Prices for standalone services and packages have risen as companies struggle with the high costs of programming and running a streaming provider. A few weeks ago, Disney became the latest company to gradually expand its streaming portfolio. CFO Hugh Johnston spoke about the strategy at UBS Media and Communications this week. He said it would create more value across the company, which for Disney+ means blockbusters like this one Deadpool and Wolverine And Inside Out 2 gave the company the opportunity to “take the price,” which in business parlance means inflation.