Google introduced a value improve for its YouTube TV subscription on Thursday. It is rising from $65 per thirty days to $73 per thirty days beginning in April, in accordance with an e mail despatched to subscribers Thursday.

YouTube TV is Google’s cable substitute. It offers entry to dwell TV and cable channels, delivered by way of an web connection.

“As content material prices have risen and we proceed to put money into the standard of our service, we’re updating our value to maintain bringing you the very best service,” the corporate mentioned within the e mail to subscribers.

Google’s transfer to hike the value of its over-the-air subscription for wire cutters comes after a number of competing on-line streaming companies have additionally raised the quantity they cost, together with companies from Disney, Apple and HBO.

In December, YouTube TV secured rights to the NFL’s “Sunday Ticket” package deal, which can enable it to promote a bundle of out-of-market NFL video games that do not air on native TV to subscribers across the nation.

YouTube pays about $2 billion per yr for the package deal, CNBC reported, which had a number of different bidders together with Apple and Disney. Google hasn’t introduced pricing for its “Sunday Ticket” bundle, nevertheless it value $80 per thirty days underneath its earlier proprietor, DirecTV.

Google may also decrease the value of an add-on to entry higher-resolution 4K streams from $20 per thirty days to $10 per thirty days, in accordance with the e-mail.