YouTube TV is raising prices again.

The cost of the live TV service will rise to $82.99 per month from $72.99 per month starting Jan. 13 for existing members, according to an email sent to subscribers Thursday. The $82.99 pricing starts Thursday for new members.

The company attributed the price increase to the rising cost of content as well as investments into the platform.

We dont make these decisions lightly, and we realize this has an impact on our members. We are committed to bringing you features that are changing the way we watch live TV, like unlimited DVR storage and multiview, and supporting YouTube TVs breadth of content and vast on-demand library of movies and shows, the email states. The last price increase came in March 2023, when YouTube TV raised the monthly price to $72.99 from $64.99. That came after YouTube TV had struck a deal to stream NFL Sunday Ticket.

Before that, YouTube had increased the price to $64.99 from $49.99 in 2020 after launching in 2017 with a monthly subscription price of $35.

YouTube TV is consistently one of the most popular streaming services, and reached a new high of 10.8 percent of all TV use in November, according to the Nielsen Gauge.

A number of content providers have been raising prices in recent months, including Disney+, Hulu and ESPN+.