The company will increase the price to $9.99 per month from $6.99. One year ago, before the first hike, it stood at $4.99. Annual prices will jump from $69 to $99.

“Since launching four years ago, Apple TV+ has made history for streaming services by crossing major milestones in a short span of time, thanks to its extensive selection of award-winning and broadly acclaimed series, feature films, documentaries, and kids and family entertainment,” a company spokesperson said in a statement.

The change is effective immediately for new customers. Existing customers will see the higher price 30 days later on their next renewal date.

Apple also increased the price of its gaming platform, Apple Arcade, from $4.99 to $6.99 per month and bumped the price of Apple News to $12.99, a $3 monthly increase. Apple One subscriptions, which incorporate all of the company’s subscription services, will also cost $3 more per month. Apple Music, Apple Fitness+ and iCloud+ did not see any price changes.

The increase comes less than a week after Apple reportedly cancelled The Problem With Jon Stewart—and after its flagship show Ted Lasso seemingly said goodbye to its title character.

It also follows Netflix’s decision to raise the cost of its basic streaming plan by $2 per month to $11.99 and hike its premium plan by $3 per month to $22.99.

Streaming services, across the board, have been raising prices, including Warner Bros. Discovery’s announcement earlier this month that the cost of Discovery+ would jump from $6.99 per month to $8.99 per month for ad-free subscribers.

In the past three and a half years, Disney+ has seen its price increase 100%, Hulu with Live TV is up 93% and YouTubeTV is up 108%.

Of all the streaming services, Max has seen the smallest price increase, only increasing 7% since its launch.