Google’s YouTube $GOOGL ( ▲ 0.72% ) is preparing to shake up streaming again. The platform announced that it will roll out ten new genre-focused packages early next year, each priced well below the current $82.99-per-month YouTube TV bundle.
YouTube has not shared exact pricing, but the direction is obvious. The new plans are expected to land in the same cost range as Apple $AAPL ( ▼ 0.3% ) , Disney $DIS ( ▼ 0.27% ) , and Netflix $NFLX ( ▲ 0.64% ) , giving subscribers a lower-commitment way to watch TV through the platform. Since YouTube already commands the largest share of TV viewership in the United States, cheaper subscription tiers could widen that lead even further.
That puts pressure on Netflix at an awkward moment. The company is still dealing with investor nerves following reports about its bid for Warner Bros. Discovery $WBD ( ▲ 1.96% ), and Paramount’s hostile counteroffer has only added more uncertainty. Netflix shares have been struggling as the streaming battles escalate.
If YouTube’s lighter, cheaper bundles catch on, the competitive landscape could shift again, and Netflix may have to respond quickly.