YouTube (GOOGL-1.31%) announced Thursday that it is raising the price of its TV streaming service.

The monthly fee for a basic YouTube TV plan will increase from $72.99 to $82.99 per month, starting today for new members and January 13 for existing subscribers. The Google subsidiary said it raised prices to keep up with rising costs related to content and investments in service quality.

“We do not make these pricing decisions lightly and give all members the flexibility to cancel their membership at any time,” a YouTube TV spokesperson told Quartz in an email statement.

YouTube TV first launched in 2017 and offers subscribers live streaming of local TV channels and some cable channels, including ESPN (DIS+0.18%)CNN (WBD+14.19%) and TNT for just $35 per month. The last price increase occurred in March 2023.

The news comes as more people watch YouTube and other services on their TVs.

More and more Americans were using their televisions to watch content on streaming platforms like Netflix (NFLX-1.10%) and YouTube in November than broadcast or cable channels, according to a report from Nielsen. The streaming share of TV usage reached a record high of 41.6% in November. For comparison, the share of TV usage in the same month was 23.7% for broadcast and 25% for cable.

YouTube was the most-watched video streaming service, accounting for nearly 10.8% of total TV usage in November.

In a current one Blog postAccording to YouTube, people around the world streamed over 1 billion hours of content on their TVs every day this year. The company added that the amount of time people watched YouTube sports content on their TVs increased by 30% in 2024.