The YouTube TV streaming service on Thursday announced that its monthly subscription price will rise from $64.99 to $72.99.

As opposed to services such as Disney+ or HBO Max, YouTube TV acts as a replacement for cable, streaming more than 100 television channels.

Households can have up to six accounts, and streams can be played on up to three devices simultaneously.

People signing up for YouTube TV from this past Thursday onward will pay the new price; existing customers will start paying $72.99 monthly on April 18. The price of YouTube TV’s 4K Plus add-on is dropping from $19.99 monthly to $9.99.

Some on Twitter note that since the service is the future home of NFL Sunday Ticket, the price hike stems from expensive sports streaming rights fees. The deal with the National Football League, announced in December, will cost YouTube TV around $2 billion yearly.

YouTube TV, however, said content costs are rising in general, necessitating the jump in price.