New York(CNN) The price of YouTube TV goes up once more — making a month-to-month subscription 114% dearer than when the service launched six years in the past.

Starting instantly for brand spanking new subscribers, the essential package deal, which has greater than 100 TV channels, will price $72.99 a month. That is a rise of $8 from $64.99 per 30 days, which has been its worth for greater than three years. Current subscribers will obtain the brand new worth starting on April 18.

YouTube TV defined on Twitter that the value hike is as a result of “content material prices have risen” and it is investing in its “high quality of service.” The Alphabet-owned service not too long ago purchased the rights to NFL Sunday Ticket from DirecTV, which reportedly price $2 billion per 12 months, in accordance with the Wall Road Journal.

“We’re dedicated to providing a premium manner so that you can stream TV, however perceive this new worth could not give you the results you want,” the platform mentioned in a tweet. “We do hope YouTube TV continues to be your service of alternative, however we need to provide the flexibility to cancel at any time.”

Cable networks are asking for extra money as they attempt to battle twine reducing, which has sparked worth will increase amongst all main streaming TV packages. Dish-owned Sling TV, FuboTV, Hulu plus Dwell TV and DirecTV Stream all hiked their month-to-month costs in current months.

YouTube TV launched in 2017 at $35 per 30 days and it has elevated its worth 4 occasions since then. The price is beginning to rival conventional cable TV packages, however streaming companies have fewer charges, do not require clunky {hardware} and are simpler to cancel.