YouTube TV has announced introduction of genre-basd subscription plans beginning early 2026 as the company moves to increase its influence in the growing pay-TV market.
The new plan will initially have 1- genre-based packages with a focus on a kids channel, as well as a sports channel with channels such as ESPN, FS1 and NBC Sports Network.
Subscribers will also have an option of purchasing additional plans such as NFL Sunday ticked and NFL Redzone.
The company is yet to reveal pricing for the new categories. The current YouTube pricing costs $82.99 per month, but YouTube hopes the new bundle packages will attaract viewers into their specially-tailored categories.
“Our goal is to let you tailor your subscription with more options. Whether you stick with our main YouTube TV plan with 100+ channels, focus on sports, combine sports and news, or select a plan centered on family and entertainment content, subscribers will be able to easily choose the plan that works best for them.” said Christian Oestlien, YouTube VP, head of subscriptions. “TV should be easy, giving viewers greater control over what they want to watch,” He added.
There has been increased competition for pay-tv viewers as players attempt to craft attractive and pocket-friendly pricing.
Players such as DirectTV offer Genre Packs with less expensive packages for sports, family, kids, news and entertainment.
With increased streaming options, the shift in traditional pay TV model (cable and satellite) is evident. Observers say the industry is not collapsing, but it is undergoing a radical transformation.
Driven by the relentless rise of streaming (OTT/SVOD) and viewer fatigue with high costs, the industry is shifting from a fight for survival to a strategic evolution focused on aggregation, flexibility, and live content.
The other clear shift now is that streaming companies are getting more creative with their bundle packaging, offering subscribers options for cheaper packages.