YouTube has spent years being seen as “free-first.” Open the app, watch what you want, sit through ads, move on. But that version of YouTube is slowly changing. As more viewers shift to watching YouTube on smart TVs, the platform is beginning to look and behave much more like traditional television.

With Connected TV viewing continuing to surge, YouTube is now leaning into subscriptions in a bigger way. Its latest move: 10 newly introduced, lower-cost YouTube TV packages, designed for viewers who don’t want the full $82.99-per-month plan but still want curated, premium content.

This isn’t about experimentation anymore. It’s about scale.

What’s New: TV Plans Built Around Viewing Habits

Instead of forcing everyone into one expensive bundle, YouTube is now offering topic-focused TV subscriptions. These plans are cheaper, more specific, and easier to justify for users who already know what they watch most.

Sports Plan: A Direct Cable Replacement

Priced at $64.99 per month or $54.99 for new users the Sports Plan targets fans who mainly tune in for live games. It includes major broadcasters and popular sports networks like ESPN, FS1, and NBC Sports, with ESPN Unlimited expected to be added later this year.

For sports-only viewers, this removes the frustration of paying for channels they never use.

Sports + News Plan: Content That Matches Daily Routines

The Sports + News Plan costs $71.99 per month, dropping to $56.99 for new subscribers. Along with sports coverage, it adds national news networks such as CNN, CNBC, MSNBC, Bloomberg, and Fox Business. It’s clearly built for viewers who keep live TV on in the background sports at night, news during the day.

Why YouTube Is Betting Bigger on Subscriptions

Despite YouTube generating nearly $60 billion annually, subscriptions still make up a relatively small slice of that revenue. But that slice is growing and fast. Platforms like Meta and Snapchat have already proven that paid add-ons can generate over $1 billion each when positioned correctly.

Google executives have openly acknowledged this shift. During a recent earnings call, YouTube gave assurance to introduce cheaper TV tiers plans and expanded Premium offerings, while also keeping paywalls features in mind that were once free.

Conclusion: A Thoughtful Move, Not a Gamble.”

Already YouTube is the king of connected TV. Selling customers flexible, cheaper TV is just a matter of pricing your product the way people actually watch it these days. As fans grow more accustomed to paying for à la carte options instead of bloated bundles, YouTube’s move seems less like a gamble and more like an inevitability.