For a while, the value offered by YouTube TV seemed too good to be true, and now the streaming service has shown that it's experiencing its first big price hike in three years.
The US-only subscription service, which offers cable-like features like live sports, will see its price increase to €72.99 per month - opens in a new tab (was €64.99). YouTube TV attributed the increase to the fact that "content costs have increased." Subscribers will see the price change starting April 18, while new members will pay it now.
This price doesn't include streaming in 4K resolution, but YouTube TV has at least brought the cost of this add-on down to $9.99 per month (was $19.99). However, the Google-owned company has not yet clarified whether this price drop is temporary or permanent.
In an apology email to subscribers, YouTube TV added that "we also understand that some members may want to cancel their service," which echoes an official Tweet stating that "we want to give you the option to cancel at cualquier momento". Proporcionó a los suscriptores un enlace (se abre en una nueva pestaña) para hacer precisely eso.
In fairness to YouTube TV, many of the major streaming services have raised their prices in recent months. This includes Sling TV, which has always been one of its cheaper rivals, as well as Hulu, whose Hulu Live TV package dropped to €69,99 late last year.
But during this difficult exercise, it's understandable that some subscribers will come to the conclusion that the live elements and options offered by YouTube TV are difficult to justify with this new monthly price, which now amounts to more than €875 per year.
Analysis: End of an era?
When it launched in 2017, YouTube TV seemed like the perfect replacement for cable TV providers that packed too many useless features into expensive packages, while charging you for the extra privilege like HD quality.
At the time, YouTube TV was just €34.99 per month. So while this new price increase is the first in three years, the service still costs more than double its original starting price, bringing it closer to these cable TV rivals.
YouTube TV still has a few advantages over traditional cable, including the ability to cancel at any time. It's much better than being locked into an endless contract. You can also share your YouTube TV subscription with up to five other people by creating a "family group."
But given the similar increases we've seen from streaming TV rivals like Sling TV and Hulu, it looks like the glory days of cheap streaming TV are over. Though the likes of YouTube TV now let you watch four streams simultaneously with features like "multi-view" (above).