YouTube TV is becoming more expensive again. On Thursday, Google’s streaming service began informing existing customers that the monthly price for its basic plan will rise from $73 to $83 starting in January.

“To keep pace with the rising cost of content and the investments we are making in the quality of our service, we are increasing the price of our basic YouTube TV plan from $72.99/month to $82.99/month,” a spokesperson for YouTube TV told CNET in a statement.

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“The new price takes effect today for new members; Existing members will see the updated price in their next billing cycle on or after January 13th. We do not make these pricing decisions lightly and give all members the flexibility to cancel their membership at any time.”

YouTube TV last increased prices in March 2023 from $65 per month to $73. The new increase puts YouTube TV’s starting price at $83 per month, the same as competitor Hulu Plus Live TV, although Hulu’s offering also includes Disney Plus (with ads), Hulu (with ads), and ESPN Plus.

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Hulu Plus Live TV also has access to a handful of regional sports channels, including SNY (in New York), NBC Sports Boston, and Monumental Sports (in the DC and Baltimore areas). Disney raised the price of Hulu and its live TV streaming service back in October.