If you currently subscribe to YouTube TV, be prepared. It will be significantly more expensive.

The Google-owned company said Thursday that the monthly cost of its subscription service will rise 14 percent, or $10 more, to a total of $82.99 per month.

New subscribers will pay the new price immediately, but existing subscribers will not see a change in their bill until January 14th.

YouTube said the rising cost of content was the main reason for the price increase, The New York Times reported.

“We do not make these decisions lightly and recognize that this impacts our members,” the company said in a message to subscribers, according to The Hill. “We’re committed to bringing you features that change the way we watch live TV, like unlimited DVR storage and multiview, and supporting YouTube TV’s content diversity and extensive on-demand movie library. “

The company added that anyone who pays a discounted price or has a trial subscription will not be affected until the end of the promotional period.

YouTube TV cost $35 per month when it debuted in 2017. In 2019 the price increased to $50 per month and in 2023 it increased to $72.99.

The service will not add additional channels as part of the price increase, The New York Times said. It currently offers over 100 traditional network and cable channels, a DVR service, and the ability to have six accounts for a household.