The YouTube TV pricing of $35 per month is unfortunately no more, as today the service increases to $40 per month.

The hike in price sees the streaming service align with comparable streaming services such as Sony’s PS Vue, and Hulu’s Live TV.

Google announced the plan to increase the pricing of YouTube TV last month amongst its continual expansion in what the service offers so shouldn’t exactly come as a surprise.

YouTube TV is Google’s answer to cutting the cable by utilizing its YouTube platform to deliver a variety of live cable and streamed content. Since the launch of the streaming service, many new providers have been added and that has prompted the increase in price. YouTube’s Heather Moosnick said that the decision to add channels and raise the price is a result of a balance between content and price that the company has been paying attention to since YouTube TV launched. “We’ve looked at both qualitative and quantitive info to understand what is the perfect package for our users, the vast majority of whom otherwise stopped watching live TV,” she said. “Live sports was a key driver in terms of getting new users interested and subscribing to [YouTube TV].”

Those who were already subscribed to YouTube TV and those who hit the button before March 13th will retain the $35 per month price.

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