On January 21, YouTube TV announced a major upgrade of its key feature, Multiview. In his annual letter to users, YouTube CEO Neal Mohan confirmed the rollout of fully customizable Multiview, something users have long requested.
“Building on our success in the living room, we’re driven by the simple belief that TV should be easy. We’ll soon launch a fully customizable multiview and more than 10 specialized YouTube TV plans spanning sports, entertainment and news, all designed to give subscribers more control,” Mohan wrote.
This latest enhancement allows viewers more freedom in choosing channels they want to see on the screen at the same time, as the most advantageous YouTube TV feature is no longer restricted to certain channel pairings.
Subscribers will be able to mix sports, news, cooking shows, or financial market updates.
In the same letter, Mohan also confirmed the previously announced launch of 10 specialized YouTube TV plans spanning sports, news, and entertainment. While details of its sports-only package were previously revealed, the details of its other genre-specific offerings should be unveiled soon.
Over the past few months, the streamer made several strategic moves like these that directly respond to users’ requests, steadily but firmly growing its subscriber base. Industry data confirms YouTube TV is on the right track to position itself as one of the top streaming services in the United States.
“YouTube TV will surpass Charter and Comcast to become the largest pay-TV operator in the United States by 2027, marking the first time a virtual pay-TV provider will claim the top position in the market,” according to December 2025 data from Omdia.
Now, the streamer is making another generous move to maintain its current subscribers.
YouTube quietly brings back a $10-per-month discount to prevent cancellations after the end of football season.
YouTube quietly brings back $10 per month discount
I previously wrote about how subscribers regularly switch between streaming providers, depending on the content they are interested in at the moment, or to acquire special limited-time promotions.
“The market is very much in flux,” Alan Wolk, media analyst and co-founder of research firm TVREV, told Business Insider. “You have some people leaving, and some people coming in, depending on what they want to watch.”
High churn is typically seen after the sports season is over, just as high subscription rates start at the time of major sporting events.
Now, with football season ending, many people are likely to cancel their YouTube TV subscriptions. In an effort to retain customers, the streamer is offering a $10 monthly discount for six months, reported Cord Cutters News.
Google’s streaming platform uses these incentives to avoid high churn rates after key sporting events. However, it appears they are not for everyone.
YouTube TV’s $10 discount: highlights
- The Discount: Your bill drops from $82.99 to $72.99 for half a year, resulting in a total $60 discount.
- Who gets it? It’s for certain existing members, with longtime subscribers seeming to have the best luck.
- The Catch: You won’t find this in the mobile app; you must use a web browser.
How to claim YouTube TV’s $10 discount
To see the offer, subscribers have to act like they’re going to cancel. Follow these steps.
- Go to tv.youtube.com on a web browser.
- Click your Profile Icon > Settings > Membership.
- Click Manage next to your Base Plan.
- Start the process to cancel your subscription.
- If you are eligible, a special banner will pop up offering you the $10 discount to stay. Accept it, and you’ll get a confirmation email. Source: Cord Cutters News
The discount is hidden for a reason, as Cord Cutters News’ Luke Bouma sharply points out. “By offering this reduction discreetly, YouTube TV aims to prevent cancellations without widespread advertising, focusing instead on retaining its core audience through subtle account-based perks.”
Who is eligible for the YouTube TV discount?
This is not the first time YouTube TV has made such a move. In Nov. 2025, YouTube TV also offered a similar “hidden” $10 discount, and the eligibility criteria were confusing, since the streamer didn’t publicly disclose the algorithms that determined which viewers could access the deal.
At the time, users on forums suggested the following factors might play a role in eligibility.
- Years of subscription
- Payment history
- Recent viewing patterns
If you don’t see the deal, it might be because you’re a new member or you’ve used a similar discount recently.
These factors have not been officially confirmed.
More Entertainment:
- Matt Damon raises concerns about a disturbing Netflix trend
- YouTube TV faces growing backlash as users demand key upgrade
- Amazon Prime Video introduces major free upgrade for US subscribers
- HBO Max unveils new way to watch beloved shows
Many outlets have suggested that the November discount was YouTube TV’s attempt to make up for the abrupt removal of more than 20 popular Disney-owned channels, whereas now, it’s logical that, at least partly, it is trying to prevent sports season-related churn.
However, that might not be the only reason, as the discount is happening after last year’s major price hikes by the majority of streamers.
Streamers have raised prices as inflation hits them hard
The latest Bureau of Labor Statistics data released in January 2026 for December 2025 revealed that while overall inflation was 2.7%, subscription video services, such as Netflix, Disney+, and Paramount+, saw inflation of 19.5%, as first reported by TheStreamable.
In addition to inflation, the majority of streaming platforms have also faced higher production costs.
“The reason you are seeing price increases is [that] the cost to produce good content and monetize it is only going up,” Adam Deutsch, managing director at Deloitte Consulting, told CNBC.
He explained that platforms must create a significant amount of content to keep people watching, contributing to ballooning expenses. This likely means some streaming companies will merge, with only a few larger ones ultimately left standing.
Streamers that raised prices in 2025:
- YouTube TV increased its monthly price by $10 to $82.99 in January 2025, according to CBS News.
- Netflix raised prices after revealing its last quarter of 2024 brought in 18.9 million new subscribers.
- Fubo increased prices by $5 per month on all its English-language plans for new subscribers, according to The Streamable.
- Apple TV raised prices for the third time in three years, reported CNBC.
- Disney+ raised its monthly price from $9.99 to $11.99, and from $15.99 to $18.99 per month for an ad-free plan, according to MacRumors.
- HBO Max also increased its subscription fees across all plans, reported TechCrunch.
- Paramount+ increased its prices across all plans on Jan. 15, according to IGN.
YouTube TV’s “secret” discount comes at a perfect time, when the average U.S. consumer is looking for ways to cut expenses, especially nonessential ones.
In fact, preliminary results of the January 2026 University of Michigan Surveys of Consumers led director Joanne Hsu to note that “national sentiment remains more than 20% below a year ago, as consumers continue to report pressures on their purchasing power stemming from high prices and the prospect of weakening labor markets.”