Alphabet Inc.’s Google is raising the price of its YouTube TV online service for new customers as it adds channels from Time Warner Inc.’s Turner, National Basketball League and Major League Baseball.
Less than one year after launching YouTube TV, the company is increasing its pricing to US$40 from US$35 per month as it adds Turner’s channels, which include TNT, CNN and TBS, and soon will be adding MLB Network and NBA TV, Reuters reports, citing the company.
Google is expanding its offering at a time when a growing number of competing services, such as Dish Network Corp.’s Sling TV, AT&T’s DirectTV Now and Hulu, are vying to win over the growing number of viewers who are canceling their cable subscriptions to watch their favorite shows online.
The costs for these competing offerings range from US$20 for Sling TV’s most basic offering of 30 channels to US$39.99 for Hulu’s package of more than 50 channels and its library of shows and movies, which costs US$7.99 separately.
Google is betting that its strong sports offering will help win over more subscribers, said Heather Moosnick, director of content partnerships at YouTube TV.
“Sports is really one of the key offerings that a millennial would be willing to pay for a live TV service,” she said.
When Google launched YouTube TV last April it was cautious with how much content it was offering so that it could keep the price low enough to entice cord cutters or people considering cutting the cord, Moosnick said.
At launch YouTube TV offered almost 50 channels in five markets. With these additions, YouTube TV will have almost 60 channels, and be in 100 markets, Moosnick said.
The new pricing will take effect for new users who sign up after March 13, the company said.
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