YouTube TV is increasing its price again: The live TV streaming service is increasing from $72.99 to $82.99 per month starting in January. Customers received an email about the price increase on Thursday morning.

The service – owned by Google’s parent company Alphabet – said in its email that the $10 increase was necessary to “keep pace with the rising costs of content and the investments we are making in the quality of our service to keep”.

“We do not make these decisions lightly and recognize that this impacts our members,” YouTube TV added in its email. “We’re committed to bringing you features that change the way we watch live TV, like unlimited DVR storage and multiview*, and the variety of content and extensive on-demand library of movies and shows from To support YouTube TV.”

The service last increased prices in March 2023, when YouTube TV increased its monthly price by 12%. Once YouTube TV moves to $82.99 per month, it will cost 137% more than when it debuted in 2017 with a monthly price of $34.99.

YouTube TV isn’t the only service that has increased its prices recently. In October, the price of Hulu+Live TV increased from $76.99 per month to $82.99 per month.

In February, YouTube TV said it had 8 million monthly subscribers. Alphabet doesn’t break down YouTube TV’s performance in its quarterly reports, instead lumping it in with YouTube’s overall performance. In the third quarter, Alphabet reported YouTube revenue of $8.9 billion – its second-best quarterly revenue ever – and said YouTube earned $50 billion in the past 12 months. For comparison: Netflix reported sales of around $38 billion in the same period.

Alphabet CEO Sundar Pichai pointed to YouTube TV as well as NFL Sunday Ticket and YouTube Music as key drivers of subscription growth in the last quarter.

Earlier this year, MoffettNathanson said YouTube TV would reach 12.4 million subscribers by the end of 2026.

“In fact, we expect YouTube TV to become the number one pay-TV subscriber in the U.S., surpassing Comcast in 2026,” analyst Michael Nathanson said in a note to clients.