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.

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.