AUGUSTA, Ga. — World No. 1 Scottie Scheffler delivered one of the best rounds of the 2026 Masters on Saturday, firing a bogey-free 7-under 65 to storm back into contention, but his post-round interview quickly went viral for an abrupt and testy exchange with a reporter that left many questioning the etiquette of both player and press at golf’s most prestigious tournament.

The clip, posted by The Golfing Gazette on YouTube and widely shared across social media, captures Scheffler responding sharply when asked what his round “felt like it could have or should have been.” Visibly annoyed, the two-time Masters champion replied, “That’s just a terrible question. Next, next question,” prompting another voice in the room to mutter “Awful.”

The moment occurred after Scheffler’s third-round performance at Augusta National, where he climbed the leaderboard with precise iron play and clutch putting on a course known for its punishing difficulty. Entering the final round, he sat just five shots behind leader Rory McIlroy, setting up a dramatic Sunday chase for a third green jacket.

Scheffler, typically known for his calm and measured demeanor, later elaborated on his round when a follow-up question was posed about what allowed him to go low compared to previous days. He provided a detailed hole-by-hole breakdown, highlighting sharp iron shots, multiple birdie opportunities created on the front nine, and several near-misses on the back nine due to subtle breaks, gusts of wind and course conditions.

“I hit it really nice. I feel like I was very sharp with the irons,” Scheffler explained. “Got it up there, gave myself a lot of opportunities. I felt like I took advantage of those on the front nine and then back nine I did a lot of good things. Just was really, really close to seeing a lot go in.”

He cited specific examples: strong approach shots on the 10th followed by a putt that broke more than expected; a good birdie on the 11th; a fairway hit on the 13th marred by a mud ball; a solid bunker shot; and a difficult pitch on the 15th after a ball barely carried into a hazard due to a downwind gust. On the 17th, three excellent shots still failed to yield a birdie.

“Overall, I mean it could have been — I guess to answer your question, it maybe wasn’t that bad,” Scheffler continued. “But I definitely could have been lower, but like I said, I did what I needed to do. I went out, I executed to get myself some opportunities and more of that tomorrow and I think I’ll be in a good spot.”

The initial dismissal, however, dominated the conversation online. The YouTube Short, uploaded April 11, quickly amassed thousands of views, with comments debating whether the reporter’s question was poorly phrased or if Scheffler’s curt response crossed into rudeness. Some defended the world No. 1, arguing that asking a player who just shot 7-under on a major championship course what it “should have been” implies the round was somehow disappointing — a tone-deaf framing after an elite performance.

Others criticized Scheffler, noting that professional athletes are expected to handle media scrutiny gracefully, even after strong rounds. The exchange stood in contrast to Scheffler’s usual composure, though it echoed occasional moments of frustration from top players when questions veer into speculative territory.

The reporter in question has been identified in golf circles as a respected veteran, adding another layer to the discussion about player-media dynamics at Augusta National. Press conferences at the Masters are tightly controlled, with players often facing repetitive queries in a high-stakes environment where every word is scrutinized.

Scheffler’s Saturday 65 was a statement round. After an opening 70 and a surprising 74 on Friday — a round he later suggested was impacted by uneven course conditions that favored later tee times — the Texan responded with precision and patience. His bogey-free effort included an eagle and showcased the ball-striking that has defined his reign as the game’s top player.

Heading into Sunday’s final round, Scheffler sat within striking distance, keeping alive his bid for a third Masters title in five years. He ultimately finished one shot behind McIlroy, who successfully defended his 2025 victory.

The viral clip resurfaced broader conversations about golf’s gentlemanly image versus the raw emotions that surface under pressure. Golf has long prided itself on civility, yet moments like this — or past testy exchanges involving stars such as Tiger Woods or Rory McIlroy — remind fans that competitors are human.

Scheffler addressed the Friday conditions more candidly after the tournament, suggesting Augusta National officials “did some stuff” to soften the greens that disadvantaged early groups. Those remarks, combined with the Saturday press room exchange, painted a picture of a player channeling frustration into focused play while occasionally letting his guard down with the media.

Despite the testy moment, Scheffler’s on-course excellence remained the bigger story. His consistency at Augusta National is remarkable: he has never finished outside the top 20 in seven starts, with wins in 2022 and 2024. Even in defeat on Sunday, his weekend charge demonstrated why many consider him the most complete golfer of his generation.

The incident also highlighted the intense scrutiny players face at major championships. With cameras rolling and microphones capturing every syllable, a single offhand comment can overshadow 18 holes of brilliant golf. Social media amplified the exchange, with golf fans divided between those praising Scheffler’s honesty and those calling for more professionalism.

Masters officials and the PGA Tour have not commented publicly on the exchange, maintaining their traditional stance of letting the golf speak for itself. Yet the clip has fueled online debates about whether reporters should avoid “what if” questions that can come across as critical, and whether elite athletes owe measured responses regardless of context.

Scheffler’s season leading into the Masters had been strong, with multiple top finishes and a victory that reinforced his status atop the world ranking. His ability to rebound from the disappointing Friday 74 to post back-to-back elite rounds underscored his mental toughness — a quality that briefly wavered in the interview room.

Looking ahead, the 28-year-old remains a heavy favorite in upcoming events as he pursues additional major titles. His ball-striking statistics continue to lead the Tour, and his short-game recovery on the weekend at Augusta once again proved world-class.

For golf media, the moment serves as a reminder to craft questions that respect the difficulty of the game and the achievements on display. A 65 at Augusta National is rarely something that “should have been” better — it is an exceptional score that demands acknowledgment.

As the golf world moves on from the 2026 Masters, Scheffler’s viral press room moment will likely be remembered alongside McIlroy’s repeat victory and the dramatic final-round duel. It adds a human element to a player often viewed as almost machine-like in his consistency and focus.

In the end, Scheffler did what he set out to do on Saturday: execute, create opportunities and position himself for Sunday. His detailed self-assessment after the initial sharp response showed reflection and honesty. The “terrible question” exchange, while generating headlines and views, ultimately revealed both the pressure of major championship week and the high standards Scheffler sets for himself — and perhaps for those covering him.

Whether the clip damages his polished image or simply humanizes the world’s best golfer remains a matter of perspective. What is clear is that even after shooting 7-under at Augusta, Scottie Scheffler still found room for improvement — both on the course and, briefly, in how he handled the question that followed.

AUGUSTA, Ga. — Rory McIlroy claimed his second straight Masters green jacket Sunday with a one-stroke victory over world No. 1 Scottie Scheffler, pocketing a record $4.5 million winner’s check from the tournament’s largest-ever $22.5 million purse while Scheffler earned $2.43 million for second place.

McIlroy finished at 12-under 276 after a steady final-round 71, becoming the first player to defend a Masters title successfully since Tiger Woods in 2002. Scheffler, who mounted a strong weekend charge with a 65-68 finish, ended at 11-under 277 after a closing 68. The narrow margin translated directly into a significant payday gap: McIlroy took home $2.07 million more than the runner-up.

The 2026 Masters purse increased by $1.5 million from the previous year, continuing a trend of rapidly growing prize money at Augusta National. The winner’s share rose $300,000 from the $4.2 million McIlroy earned in 2025. This marks the highest payout among golf’s four majors and reflects the tournament’s elevated status and commercial success.

For McIlroy, the victory delivered far more than financial reward. It completed back-to-back green jackets, added 750 FedExCup points, and pushed his career Masters earnings past $13 million across 18 appearances — a new record that surpassed both Phil Mickelson and Tiger Woods. The 36-year-old Northern Irishman now owns six major titles and 30 PGA Tour victories.

Scheffler, despite the disappointment of finishing one shot short of a third green jacket, collected $2.43 million for his runner-up finish and 500 FedExCup points. The Texan has now earned nearly $10.5 million in just seven Masters starts, placing him second on the career money list at Augusta behind McIlroy. His weekend performance — bogey-free 65 on Saturday followed by another strong 68 — underscored his status as the game’s most consistent performer.

The payout structure rewarded top finishers handsomely. Four players tied for third at 10-under 278 — Tyrrell Hatton, Russell Henley, Justin Rose and Cameron Young — each received $1.08 million. The top four positions all paid at least $1 million, with third place officially listed at $1.53 million before ties reduced the individual shares.

Further down the leaderboard, Collin Morikawa and Sam Burns tied for seventh at 9-under and split $725,625 each. Max Homa and Xander Schauffele tied for ninth at 8-under, earning $630,000 apiece. Even players who missed the cut took home $25,000, a longstanding Masters tradition that ensures every professional competitor receives compensation.

The record purse underscores Augusta National’s financial strength. Organizers announced the $22.5 million total on Saturday, up from $21 million in 2025. The winner’s share has more than doubled since Hideki Matsuyama’s 2021 victory, when he earned $2.07 million from a $11.5 million purse.

Beyond the immediate checks, the Masters winner receives significant long-term value. The green jacket guarantees lifetime invitations to the tournament, enhanced endorsement opportunities, appearance fees and elevated status in golf. McIlroy’s repeat victory further cements his legacy and could boost his off-course earnings substantially.

Scheffler’s near-miss came after a week of mixed conditions that he later suggested disadvantaged early tee times on Friday. Despite the frustration, his runner-up finish adds to an already stellar 2026 season that includes multiple top finishes and continued dominance in world rankings.

The financial disparity between first and second — more than $2 million — highlights how razor-thin margins in major championships translate into life-changing money. One stroke proved worth over $2 million on Sunday at Augusta National.

McIlroy’s path to victory included strong play throughout, sharing or holding at least a portion of the lead after every round. His closing 71 proved just enough to hold off Scheffler’s late charge, which featured birdies on several key holes but fell short on the demanding back nine.

For context, the 2026 purse distribution followed a standard percentage-based model common in majors, with the winner traditionally receiving about 20% of the total. The increase this year amplified every position’s payout, benefiting the entire field that made the cut — 54 players in total.

Players finishing outside the top 12 still earned substantial sums. For example, 12th place paid $517,500, while lower positions scaled down gradually. This structure ensures competitive depth even as the spotlight shines brightest on the leaders.

The payout also carries tax and endorsement implications. Prize money is taxable income, but the prestige of a Masters victory often generates far greater value through sponsorships, merchandise and media opportunities. Both McIlroy and Scheffler, as global superstars, stand to benefit enormously from their high-profile performances regardless of the final margin.

Scheffler’s comments after the tournament, including pointed remarks about course setup on Friday and a brief testy exchange with a reporter on Saturday, added color to the week but did not diminish his on-course excellence or the size of his check.

As golf’s first major of the year, the Masters continues to set the financial benchmark. Its purse growth outpaces many other events, driven by global television rights, corporate partnerships and the tournament’s unique aura.

For McIlroy, the $4.5 million payday caps a triumphant defense and positions him as a favorite heading into the remaining majors. For Scheffler, the $2.43 million serves as consolation in a season where he remains the player to beat week in and week out.

The 2026 Masters will be remembered for McIlroy’s historic repeat, Scheffler’s valiant charge, and the record money distributed across the field. One stroke separated golf’s two brightest stars — and more than $2 million separated their bank accounts.

With the green jacket on McIlroy’s shoulders and checks cut for every finisher, Augusta National once again delivered drama on the course and substantial rewards for excellence under pressure.

SYDNEY — Australia’s unemployment rate rose modestly to 4.3 per cent in February 2026, the latest official data show, marking a slight uptick from 4.1 per cent in January but remaining near historic lows as the labour market continued to absorb a growing workforce amid steady economic conditions.

The Australian Bureau of Statistics released the February Labour Force figures on March 19, revealing seasonally adjusted unemployment climbed 0.2 percentage points while employment hit a fresh record high of 14.75 million. Economists had expected the rate to hold steady near 4.1 per cent, making the increase a mild surprise that fuelled debate about the pace of cooling in the jobs market.

In trend terms — a smoother measure less affected by monthly volatility — the unemployment rate actually edged down to 4.2 per cent in February from a revised 4.3 per cent the prior month. The ABS noted that unemployed people totalled 659,100 on a seasonally adjusted basis, up 35,000 from January, while the number of people in work rose by a stronger-than-expected 48,900.

Participation rate climbed to a four-month high of 66.9 per cent, reflecting more Australians entering or re-entering the labour force. That surge in job seekers, many of whom had not yet secured positions, contributed to the higher headline unemployment figure despite robust job creation.

Full-time employment dipped by 30,500 in February, but part-time jobs jumped sharply by 79,400, driving overall gains. Total monthly hours worked eased slightly to 2,007 million, down 0.2 per cent. Underemployment held steady at 5.9 per cent.

The data paint a picture of a resilient but gradually moderating labour market as Australia navigates higher interest rates, cost-of-living pressures and uneven global conditions. Unemployment has hovered in a narrow band between 4.1 per cent and 4.3 per cent so far in 2026 after ending 2025 around similar levels.

January’s rate remained unchanged at 4.1 per cent, with employment rising by about 18,000 to 26,000 depending on revisions, and trend unemployment falling to 4.1 per cent. December 2025 closed the prior year at 4.1 per cent seasonally adjusted after a modest decline.

So far in 2026, the official seasonally adjusted unemployment rate has averaged roughly 4.17 per cent across the two reported months, with trend measures even lower around 4.15 per cent. That remains well below the long-term average of about 6.5 per cent since 1978 and far from the 11.2 per cent peak seen in the early 1990s recession. The record low of 3.4 per cent was recorded in late 2022.

Economists offered mixed interpretations. Some viewed the February uptick as evidence of a tightening supply of workers meeting steady demand, with the participation surge signalling confidence. Others warned it could foreshadow further softening if full-time job losses persist and hours worked continue to trend lower.

“We now expect near-term unemployment to rise slightly faster through 2026 and peak at just shy of 4.6 per cent in early 2027,” one major bank economist noted after the release, citing the impact of prior Reserve Bank of Australia rate hikes filtering through the economy.

Alternative measures provide additional nuance. Roy Morgan Research, which uses a different methodology tracking “real” unemployment and under-employment, estimated February’s real unemployment at 10.6 per cent of the workforce after a 0.6 percentage point drop, though under-employment surged to a record 11.6 per cent. The private pollster reported overall employment climbing 148,000 to 14.54 million in its February survey.

The official ABS figures continue to show strength in key indicators. Employment growth over the year to February stood at about 1.8 per cent, with more than 264,000 additional people in work compared with February 2025. The employment-to-population ratio edged higher, underscoring that a larger share of working-age Australians hold jobs.

Youth unemployment remained elevated but stable, hovering around 14 per cent in recent months. Regional variations persist, with stronger conditions in some mining and service-oriented states contrasting softer outcomes in parts of the eastern seaboard affected by higher living costs.

The labour market data come as the Reserve Bank of Australia weighs the trajectory for interest rates. With inflation still above target in some components and wages growth moderating but still firm, the central bank has kept the cash rate elevated. February’s mixed jobs print — strong headline employment but rising unemployment and falling full-time roles — sparked fresh discussion about whether further tightening or a pause might be warranted.

Treasury and government officials highlighted the record employment levels as evidence of underlying resilience. “The data paints a picture of a labour market continuing to grow, creating opportunities for all Australians,” one ministerial statement noted in earlier 2026 releases.

Broader economic context includes solid population growth from migration, which has expanded the labour force and helped businesses fill vacancies. However, it has also placed pressure on housing, infrastructure and public services, indirectly influencing participation and job-seeking behaviour.

Analysts at KPMG projected unemployment trending toward 4.4 per cent by the end of 2026, with employment growth slowing to around 0.8 per cent annually as non-market sector hiring cools and market-sector demand moderates. The consultancy described current conditions as operating near the neutral zone of labour market pressure, with limited spare capacity but no excessive inflationary push from wages.

March 2026 data, scheduled for release in mid-April, will provide the next snapshot. Consensus forecasts ahead of that print hover around 4.3 per cent, with some expecting little change or a modest further drift higher if participation remains elevated.

Longer-term projections suggest the rate may stabilise in the low-to-mid 4 per cent range through 2027–2028, assuming no major external shocks. That would represent a remarkably tight labour market by historical standards, supporting consumer spending but constraining businesses facing skills shortages in sectors such as health care, construction and technology.

Challenges remain. Full-time job declines in February raised questions about the quality of employment growth, with more Australians taking part-time roles to make ends meet amid cost-of-living pressures. Hours worked have shown softness, potentially signalling under-utilisation even as headline unemployment stays low.

The data also highlight ongoing gender and age disparities. Female participation has risen strongly in recent years, while youth and some regional cohorts continue to face higher barriers to full-time work.

As Australia moves further into 2026, the unemployment rate will serve as a key barometer for the economy’s health. Policymakers, businesses and households alike will watch whether the current low-rate environment persists or if gradual softening — driven by tighter monetary policy and global uncertainties — begins to materialise more clearly.

For now, with unemployment between 4.1 per cent and 4.3 per cent in the opening months of the year and record numbers of Australians employed, the labour market retains its reputation for resilience even as subtle signs of moderation appear beneath the surface.

The next official update on March conditions, due April 16, will clarify whether February’s uptick was a temporary blip or the start of a more sustained drift higher. Until then, Australia’s jobs market remains one of the tighter among advanced economies, a point of relative strength amid global economic crosscurrents.

Regional leaders expect air travel to increase in the next three years, according to the report commissioned by the transport hub

Bristol Airport plays a “critical role” in the regional economy and is important for attracting international tourists, students and business travellers, according to a new report. The research by CBI Economics – and commissioned by the transport hub – questioned some 230 companies in the South West.

Of those surveyed, 79 per cent said that in-person meetings enabled by air travel were important to their company’s success. A third also said they expected international business travel to increase in the next one-to-three years.

More than half (52 per cent) of the businesses questioned currently rely on other airports, such as Heathrow and Gatwick, due to gaps in route availability or frequency at Bristol Airport.

Respondents said this “harms productivity and drives up costs” while also blaming limited connectivity for “missed opportunities” for the visitor economy. Of those questioned, 26 per cent reported lost inbound visitor opportunities due to flight availability issues.

Dave Lees, chief executive of Bristol Airport, said: “This robust and independent assessment makes clear how vital international air connectivity is for our region’s economy. Business travel has changed since the pandemic, but we’ve seen overall growth – there’s still huge value in meeting face-to-face.

“Our plans for growth would provide new connections for our region, improving productivity so that passengers don’t have to travel via London airports, and attracting more visitors into our fantastic region. The study makes clear that stymying growth would mean our region loses competitiveness, with benefits going elsewhere in the UK and Europe.”

The report comes just two weeks after Bristol Airport submitted a planning application to North Somerset Council to increase its capacity from 12 million passengers a year to 15 million. According to the regional transport hub, the plans would see an extra 1,000 on-site airport jobs created including roles such as engineers, mechanics, airline crew, retail assistants and caterers.

The airport also said the plans would allow it to provide routes to more destinations, including world cities within Europe and a limited number of new longer-haul flights to North America and the Middle East.

Douglas Ure, chief executive of South West chamber of commerce Business West, said: “The airport is vital infrastructure that supports our strong economic position. The proposed plans would create new jobs and further facilitate the flow of services, goods and business connections. We support these proposals and expect many of our members will too.”

In 2022, Bristol Airport airport was given the go ahead to expand from 10 million to 12 million passengers a year after a High Court judge dismissed a challenge to the plans.

Last year, around 1.6 million journeys were made via Bristol Airport – higher than before the Covid-19 travel restrictions.

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The famous music shop in a prime city centre shopping arcade is set to become a huge new restaurant, according to planning documents

A prime Newcastle spot in a city centre shopping arcade is set to be converted into a sizeable new restaurant, according to planning documents. Music retailer JG Windows abruptly shut its doors permanently in November 2024, attributing its difficulties to fierce competition from major online retailers.

The expansive store, which stocked everything from instruments to grand pianos, records, sheet music and musical equipment, had been a regular destination for big-name stars and budding musicians for decades, having first opened in Central Arcade in 1908. Yet following the auction of its stock, the large unit has sat vacant ever since, alongside the neighbouring empty premises, previously occupied by health food company Naked Deli.

Now, however, Taras Properties Ltd – the property arm of arcade owners Reuben Brothers – has submitted planning applications revealing plans to convert the space into a sizeable Thai restaurant, The Giggling Squid.

The family business, which takes its name from a nickname given to the founders’ children, has been steadily expanding throughout the UK in recent years and now operates 53 restaurants throughout the UK.

It has ambitions to launch a sizeable new venue in Newcastle, by occupying the empty JG Windows premises along with the vacant Naked Deli space. The design statement lodged alongside the application emphasises how Giggling Squid boasts over two decades of expertise and establishments across England, including the Grade II Listed Earl Street site in Maidstone.

The document states: “Both units are currently vacant; as such, the proposed development seeks to facilitate a long-term viable use for the building as a restaurant, which is located in a prominent position within Newcastle City Centre’s Urban Core. Giggling Squid have extensive experience in balancing the needs of their restaurants within the confines of listed buildings.

“Indeed, the Maidstone Giggling Squid restaurant is located within the Grade II Listed Maidstone Club. Giggling Squid’s extensive experience in sensitively restoring Listed Buildings has helped positively shape the final designs.”

The application states that most of the historic first-floor layout would remain largely unaltered, apart from three minor openings. Proposed modifications also include installing a kitchen area alongside customer dining spaces, featuring a combination of banquette seating and dining table seating along the Grey Street elevation and bullnose.

The shopfront is proposed to be repainted green, in accordance with the Grainger Town Shopfront Design Guide, and externally, on the Grey Street elevation, the top and bottom mouldings of the former Naked Deli shopfront will be replaced to create continuous mouldings to the fascia. Careful restoration of the existing timber shopfront will also be carried out, including the existing gold leaf “Newcastle Brewers Ltd” sign at the footwell of 99 Grey Street.

Within the internal Central Arcade walkway, the existing stained and polished shopfront will be preserved and repaired where necessary, and the existing JG Windows signage will remain in place, with the new fascia signage to be overlaid using 3mm powder-coated aluminium.

The application adds: “Given the site’s prominent location within the Urban Core, the proposed development would enhance the vibrancy of the city centre, as encouraged by local policy. The compatibility of restaurants in proximity to dwellings has also been established through the presence of Côte Brasserie and Café Andaluz within the Central Exchange Building.”

The application says the majority of the historic layout of the first floor would remain largely unchanged, with the exception of three minor openings. Proposed alterations also include the installation of a kitchen area as well as customer dining areas, comprising a mix of banquette seating and dining table seating, along the Grey Street elevation and bullnose. The shop front is proposed to be repainted green, in line with the Grainger Town Shopfront Design Guide.

The application adds: “Given the site’s prominent location within the Urban Core, the proposed development would enhance the vibrancy of the city centre, as encouraged by local policy. The compatibility of restaurants in proximity to dwellings has also been established through the presence of Côte Brasserie and Café Andaluz within the Central Exchange Building.

“The proposed development will provide some clear conservation benefits through the retention of features of residual value within the building and the enhancement of the Grainger Town shop front. Due to the large amount of necessary physical works within the building, it is acknowledged that there could be some residual less than substantial harm, albeit at a very low level following a considered design process.

“Nonetheless, it has been demonstrated, that the public benefits associated with this proposal far outweigh any less than substantial harm. The high quality fit out designed to complement a heritage asset will ensure that a space that is not currently fit for purpose without change and investment will be ready for use and enjoyment for the public.”

Like this story? For more news from the commercial property scene around the regions, visit our dedicated section here for the latest news and analysis within the sector.

YouTube Premium subscribers should expect to see higher monthly prices, marking the first increase since 2023.

The streaming platform said the price changes will help it “maintain features our members value most: ad-free viewing, background play, and a massive library of 300M+ tracks on YouTube Music.”

“We continue to offer several plans, ensuring subscribers can choose the option that works best for them,” the company said.

NETFLIX CEO GRILLED DURING HEATED SENATE HEARING OVER TRANS CONTENT FOR CHILDREN: ‘SEEMS STRANGE TO ME’

YouTube Premium is raising prices for multiple plans. (Anna Barclay/Getty Images)

YouTube Premium offers ad-free viewing, background listening, offline video downloads and full access to YouTube Music Premium.

Under the new pricing, YouTube Premium will cost $15.99 per month, up $2 from $13.99. YouTube Music Premium will rise to $11.99, up $1 from $10.99, while the YouTube Premium Lite plan will increase to $8.99 per month from $7.99.

NETFLIX RAISES SUBSCRIPTION PRICES ACROSS ALL PLANS

Under the new pricing, YouTube Premium will cost $15.99 per month, up $2 from $13.99. (Idrees Abbas/SOPA Images/LightRocket via Getty Images)

The family plan, which allows up to six people in the same household to share access, will increase to $26.99 per month, up from $22.99. Student plans will also rise to $8.99 per month, an increase from $7.99.

JURY FINDS META, GOOGLE LIABLE IN LANDMARK SOCIAL MEDIA ADDICTION TRIAL, AWARDS MORE THAN $6M IN DAMAGES

The latest price increases come as streaming companies continue to adjust subscription costs across the industry. Netflix recently raised the price of its ad-supported tier by $1 to $8.99, while Spotify increased its monthly plan in January from $11.99 to $12.99.

Shares of Alphabet, the corporate parent of YouTube and Google, are up 0.85% year to date.

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