Last week, negotiations between YouTube TV and Paramount broke down, with both sides announcing that if an agreement isn’t reached, Paramount’s networks—including CBS, Nickelodeon, Comedy Central, and local CBS affiliates—could disappear from YouTube TV. Paramount is now running an aggressive social media campaign to put pressure on the streaming service.
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YouTube TV has already announced that if these channels are removed, subscribers will receive an $8 discount on their monthly bill. That happens to be the same price as the base tier of Paramount Plus, which might not be a coincidence. The offer seems like a calculated move to pressure Paramount, which likely earns more from its YouTube TV carriage deal than from direct streaming subscriptions. Meanwhile, Paramount has been running ads urging viewers to petition YouTube TV to keep their channels—essentially advocating for a rate increase, since any deal in Paramount’s favor will likely result in a higher subscription costs for users.
Beyond the channels disappearing, all user DVR recordings from those channels made with the YouTube TV service would also get deleted when the deal expires. In this digital age we truly control and own nothing.
The trajectory of YouTube TV’s pricing tells a familiar story. When it launched in 2017, it was a competitively priced alternative to traditional cable. Now, at about $83 per month, it’s in the ballpark of what a cable subscription costs. Much of this increase comes from rising content costs, as networks demand higher rates during contract renewals. And the issue isn’t limited to YouTube TV—cable, satellite, and streaming providers all face similar struggles as content owners seek to maximize their revenue, even as traditional TV viewership declines.
Compounding the issue, local broadcast affiliates are currently lobbying the FCC and Congress to negotiate directly with streaming services instead of being bundled into larger deals by the national networks. If that push is successful, it could lead to even higher costs, as each local broadcaster would have the ability to demand separate fees. This mirrors the problem that led to the cord cutting movement in the first place.
The changes aren’t limited to streaming. Over-the-air television, which has long been a free alternative, is also undergoing a transformation. The new NextGenTV standard introduces encryption, meaning that even recordings from an antenna will require authentication to watch and retain. While NextGen\TV promises better picture quality and features, it also represents a shift toward restricting user control, pushing more viewers toward paid services.
As these disputes play out, the power ultimately lies with consumers. Cord-cutters have more options than ever, from free streaming platforms to on-demand purchases, and shifting away from expensive, restrictive services sends a clear message. While networks and providers continue their negotiations, viewers can choose where their money goes—and that choice may be the strongest leverage available.