YouTube announced a hefty subscription price increase this week that will shoot the monthly cost up by $10 to $82.99 on January 13th for existing members (or now, if you sign up today). Some subscribers are staving off the hike using the time-honored tradition of threatening to cancel,

Asking customers to pony up an extra $18 in less than two years, without actually offering existing customers many (if any) additional reasons to stick around, is a questionable move for YouTube TV. Especially considering the service first launched in 2017 at $34.99/month, which means its next uptick will mark a 137% increase.

Cord-cutters are again dealing with rising programming costs after YouTube TV told subscribers their monthly fee will go up by 14% to $82.99 in January.

As users move to cancel their plans after the latest price hike reveal, YouTube TV is offering some users a deal.

Alphabet-owned YouTube is hiking the price of its popular TV streaming service, which as more than 8 million subscribers. Beginning in January, the cost of the platform will jump to $82.99 per month, up from $72.99. The latest price increase for YouTube TV stems from rising content costs, the company said.

YouTube TV’s latest price increase is not the first time the streaming platform has done this. In 2017, the streaming package was $35 a month and two years later, the cost climbed to $50 monthly in 2019. And YouTube TV raised its base price to $72.99 in 2023.