The streaming platform HBO Max is increasing the cost of its subscription plans for the third time in three years.

The new prices — which adds up to $20 annually to customers’ bills — are effective immediately for new customers, The Hill reported.

Existing users will notice a price change on their next billing date on or after Nov. 20. Subscribers will receive a notice of the pricing change before then.

The new prices for different subscription options are as follows:

Basic with ads

Monthly: $10.99 per month, a $1/month increase

Yearly: $109.99 per year, a $10/year increase

Standard

Monthly: $18.49 per month, a $1.50/month increase

Yearly: $184.99 per year, a $15/year increase

Premium

Monthly: $22.99 per month, a $2/month increase

Yearly: $229.99 per year, a $20/year increa

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