As the cost of cord cutting continues to rise, YouTube TV is becoming more and more expensive.

Google announced the latest price increase for the streaming service on Thursday, bringing the monthly cost of YouTube TV to $82.99. That’s an increase of $10 per month over the previous monthly subscription of $72.99. The change applies immediately to new customers and starts on January 13th “for most existing customers”.

For those doing the math, that means it would cost $995 to subscribe to YouTube TV for a full year. YouTube TV has seen a number of price increases over the years and now costs $34.99, more than twice as much as it did when it debuted in 2017. It also now costs exactly the same as Disney’s Hulu + Live TV Package.

Unsurprisingly, Google cited “the rising cost of content” as the reason for the change in its announcement.

“We do not make these decisions lightly and recognize that this impacts our members,” YouTube TV said in an email 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.”

YouTube TV has always been one of the more expensive subscription services, but it offers some things that other platforms don’t, including live TV and local programming. However, some content has also been lost over the years, including major sports programming like MLB Network.

Social media subscribers, meanwhile, were quick to point out that cutting the cord can now be just as expensive as paying for cable.

“I’m so glad I made the right financial decision in 2018 and gave up my $89 a month cable package so I’m now paying $83 a month for YouTube TV, $23 a month for Netflix, You can pay $16 per month for Disney+ and $13 per month. month for Paramount, $15/month for Prime, $10/month for AppleTV and $21/month for HBO,” one X/Twitter user wrote.

YouTube TV is far from alone, as nearly every other major streaming service – including Netflix, Disney+, Hulu, Paramount+ and Max – has announced price increases in recent years. You can find further information about the streaming landscape in our current ranking of all important services.

Alex Stedman is a senior news editor at IGN and leads entertainment coverage. When she’s not writing or editing, she reads fantasy novels or plays Dungeons & Dragons.