Sony announced that it is increasing the subscription cost for its live TV streaming service. PlayStation Vue customers will see all multi-channel plans increase their monthly rates by $5. The change will take effect today for new customers. Existing subscribers will see the prices go up with their first billing period after July 31.

The cheapest package for PlayStation Vue, the Access plan, will now offer a collection of live channels and DVR tools for $49.99 a month. The Core package, which adds several sports channels, will cost $54.99. The Elite level adds movie channels for $64.99 a month while Premium also adds HBO and Showtime for $84.99 a month.

The most common reason prices increase for media subscriptions, both with live video like PlayStation Vue and on-demand viewing like Hulu or Netflix, is the cost of licensing content. Those costs are only going up because several channels that provide that content are going it alone. Disney and NBCUniversal are both gearing up to launch their own streaming services, which gives them leverage to charge other providers even more for access to their programming or risk losing access completely.

The results of that shift are already happening; hugely popular sitcom The Office will be leaving Netflix in 2020 to stream exclusively on parent network NBCUniversal’s in-development platform. Plus, more and more companies have entered the crowded space. Amazon is the lone host for the Prime Video shows it makes (and some of them are quite excellent). And Apple is also looming on the horizon with a new TV subscription of original shows powered by A-list talent.

Viewers are definitely bearing the brunt of the television industry’s bumpy road through the streaming economy. In the beginning of the online-video heyday, streaming seemed like a vastly better deal than a cable package: large amounts of variety and choice at a fraction of the cost. But as streaming and live TV online becomes a more fractured space, viewers are left managing multiple subscriptions for a constantly fluctuating library of shows.

It’s up to every cord-cutter to look inside their hearts and viewing queues to decide whether a return to cable is worthwhile. They must decide what their threshold is for how many subscriptions are too many and which of their favorite shows are worth the administrative hassle.