YouTube Sets Sunday Ticket Price At $240 For New Users
YouTube has set the price of the 2026 NFL Sunday Ticket at $240 (or $20 a month for 12 months) for new users with a YouTube TV subscription. The price for new users who get the Sunday Ticket via YouTube Primetime Channels (no YouTube sub required) is now also $240, or $20 a month for 12 months.
What About Returning Customers?
The current price for returning customers is $378 if the Ticket is purchased with a YouTube TV subscription while the price for a Primetime Channels’ Ticket is $480. There is currently no discount available for returning customers.
YouTube in February offered the Ticket for $192 for new customers who bundled it with a YouTube TV subscription. But the company pulled that discount last month and today reset the 2026 prices.
The streamer says the current pricing for the Ticket is good until June 30, 2026.
What Is a New User?
YouTube does not specify at its web site what constitutes a ‘new user.’ However, in the past, the company has restricted ‘new user’ pricing to anyone who had never subscribed or even used a free trial. That would suggest that only fans who had never used a YouTube TV service or the Sunday Ticket would be eligible for a discounted rate. That said, several readers have told me over the years that YouTube’s customer service has offered Sunday Ticket price breaks if you call or enter chat support.
Why Are Returning Customers Penalized?
YouTube has never explained why it doesn’t offer a standard discount for a returning customer. But the company likely believes that a returning customer is more likely to pay a higher price to get the Ticket which is an exclusive on YouTube.
What Is the NFL Sunday Ticket?
The Ticket is the NFL’s package of out-of-market Sunday afternoon games on CBS and FOX. A subscriber can watch any Sunday afternoon game that is not broadcast on a local CBS or FOX affiliate. The local broadcasts, Sunday Night Football, Thursday Night Football, Monday Night Football and select international and weekend games are not available in the Ticket’s plan.
To learn more about the Sunday Ticket, click its YouTube page here.
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