Google to boost price of YouTube TV amid rising content costs
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Google (NASDAQ:GOOG) (NASDAQ:GOOGL) is raising monthly prices for its YouTube TV subscription amid rising content costs, the tech giant announced on Thursday.
Monthly price is being revised from $64.99 previously to $72.99 effective April 18, 2023, according to an email sent to subscribers on Thursday.

âAs content costs have risen and we continue to invest in the quality of our service, we are updating our price to keep bringing you the best possible service," the company said in the email to subscribers.
Additionally, Google (GOOG) (GOOGL) is reducing the charges for its 4K Plus add-on from $19.99/month to $9.99/month. New 4K Plus users will be eligible for a $4.99/month subscription under a 12-month promotional offer
Google will also lower the price of an add-on to access higher-resolution 4K streams from $20 per month to $10 per month, according to the email.
"For existing users, if you are on a promotional price below $10/month, youâll enjoy that price until the promotional period is over, at which point youâll automatically receive the new price of $9.99/month. If youâre currently paying above $9.99/month, your new price will be $9.99/month," the mail read.
Googleâs decision to raise price of its over-the-air subscription for cord-cutters follows similar moves by competing online streaming services, including Disney (DIS), Apple (AAPL), and HBO.
Shares of parent firm Alphabet were up 5% shortly before 2.30p.m. ET