YouTube TV is increasing its subscription rate to $82.99 per month, up from $ 72.99, effective January 13 for current members and immediately for new subscribers.

This price hike, announced ahead of the NFL playoffs, is because rising costs and enhancements to the

platform, including features like unlimited DVR storage and  special viewing capabilities.

Since its began in 2017, YouTube TV has occasionally adjusted its pricing, trying to be a part

of a broader trend of steaming services such as Disney+,Hulu, and ESPN+also raising rates.