Television will be significantly more expensive for YouTube TV users in 2025.

Subscribers to the popular streaming service were informed Thursday that their monthly rate will increase from $72.99 to $82.99 in January. This 14 percent increase represents an annual price increase of $120.

In an email to subscribers, it explained that the higher costs are “to keep pace with the rising cost of content and the investments we are making in the quality of our service.”

“YouTube has more than 8 million subscribers and is on track to become the largest pay-TV provider in the country by 2026, according to a study by MoffettNathanson.

“We do not make these decisions lightly and recognize that this impacts our members,” YouTube confirmed in its letter to customers.

Starting January 13th, customers will be able to see their new, higher price on their statements.

‌Since its launch in 2017, YouTube TV has become the fourth largest pay-TV provider, trailing only Charter, Comcast and DirecTV. The company also justified its price increase with a series of statements on social media thanking viewers for their “loyal” subscribers.

If the online reaction shows any signs of this, YouTube TV’s significant price increase will seriously test customer loyalty. One subscriber complained that his monthly bill would more than double compared to before. Some who cut cable said they were thinking about switching back to cable TV.

Others expressed hope that YouTube would offer offerings like YouTube Premium to justify the cost increase. This service allows users to watch videos without commercial interruptions for $13.99 per month. There have also been requests for the streaming service to include baseball in its programming offerings. YouTube TV and the MLB Network parted ways earlier this year after failing to reach an agreement. Several other providers continue to operate this channel.

YouTube TV said it offers more than 100 channels, unlimited DVR storage and multiple accounts per household.

According to Variety, the streaming giant last increased prices in April 2023, when its basic monthly package price increased from $64.99 to $72.99.