Another day, another streaming service price hike. Those who sign up for the ad-free Discovery+ plan starting today will now pay $9 per month, up from $7. The ad-supported plan isn’t changing in the US, though, as it will still cost $5.

There’s a similar price hike in Canada, as the ad-free plan is going up from $7 CAD to $9 CAD. Those north of the border will need to pay extra for the ad-lite plan too — that’s increasing from $5 to $6 per month.

Existing subscribers will still pay their existing rate for another month. The price increase will be applied to their account on their next billing cycle on or after November 2.

It’s the first time that Discovery+ has increased prices on monthly plans in the US and Canada since the service debuted in the countries in January 2021. The price hike “will allow us to continue to provide can’t miss-stories in the food, home, relationships, true crime, paranormal genres — plus so much more,” Discovery+ said in a press release and an email to users.

Along with generating more revenue from subscribers, Warner Bros Discovery may be using the price increase to push customers to switch to a Max subscription instead. Max includes all of the Discovery+ content and much more. It’s a pricier affair, though, with the base ad-supported plan costing $10 per month.

We’ve seen many streaming services increase prices in recent months, including various music services. The Disney+ premium and Hulu ad-free plans will become significantly more expensive next week. Netflix, meanwhile, looks set to increase prices again after the actors’ strike ends, according to a Wall Street Journal report.