YouTube TV, one of several virtual multichannel video programming distributors (vMVPDs) on the market, is raising its price today to $64.99 a month for new customers, the company announced today in a blog post. Existing customers will see the change reflected in their next billing cycle.

With its latest price hike, the monthly price for YouTube TV has almost doubled since the service debuted three years ago.

“We don’t take these decisions lightly, and realize how hard this is for our members,” Christian Oestlien, YouTube TV’s vice president of product management, said in the post announcing the changes.