Google is now monetizing its video subscription service YouTube.

Subscribers will have to watch pre-roll ads to keep the service free. They can opt to skip them, or they can pay for a month’s subscriptions for free. The ads will roll across YouTube as they come online, like any other video.

The Google-owned company launched YouTube TV in 2016. It originally offered access to 20 U.S. networks for $35 a month. Subscription plans were discontinued in 2017 and the streamer was acquired by YouTube in 2018.

After Google’s acquisition, the company pledged to keep the YouTube TV service free, but now the company has stopped that promise. YouTube, however, said the ads would not disrupt viewers.

“Our users who have already chosen a monthly subscription on YouTube TV will have their YouTube TV subscription autopopulated. You will have to opt in or out of the ad format at any time during viewing to avoid ads on the service,” Google said in a statement to CNNMoney.

Customers will be alerted to the upfront cost by clicking on the YouTube TV logo, or by calling 1-800-444-9864.

Customers will be notified to the upfront cost by clicking on the YouTube TV logo, or by calling 1-800-444-9864.

Customers can stop an autopopulation by switching their subscription. A sign-up form is also available online.

The news comes as Alphabet is planning a service that will offer paid subscriptions to marquee sports franchises. It could be a boost for YouTube as competition from a future subscription sports service also grows.

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