Under one year from launch, YouTube TV is increasing its pricing to $40 per month (from $35 per month) as it adds Turner’s channels – which include TNT, CNN and TBS – and soon will also be adding MLB Network and NBA TV, the company said.

The raise will apply to new customers intitially.

Google thinks its strong sports offering will help win over more subscribers, said Heather Moosnick, director of content partnerships, YouTube TV. “Sports is really one of the key offerings that a millennial would be willing to pay for a live TV service.”

When Google launched YouTube TV last April it was cautious with how much content it was offering so that it could keep the price low enough to entice cord cutters or people considering cutting the cord, Moosnick said.

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