Attention Netflix users: Prices are going up

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The price of Netflix's basic plan - SD only, one stream at a time - will remain $7.99. In the first half of 2017, net subscriber additions were up 21% year-over-year, and the company now sports at least 104 million streaming subscribers. The premium service, which provides viewing on up to four screens (plus ultra HD content access), is $13.99, up from $11.99.

Netflix confirmed the price increase plan to Business Insider's Nathan McAlone in a statement.

The Standard plan is now $9.99 a month and come November, that amount will jump to $11.99 a month.

Netflix made the announcement earlier today that its standard streaming plan would be jumping from $9.99 per month to $10.99 a month.

Netflix has rapidly become the center of most of our TV universes, streaming everything from utterly obscene coming-of-age cartoons to original stand-up comedy.

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New subscribers will see the increased prices when signing up, effective Thursday. Netflix told Mashable that it occasionally raises prices in order to add more content and features to the platform.

New subscribers will see the price increase go into effect on October 5, and current subscribers will start being notified on October 19, and have it take effect in their next billing cycle. But increasingly the landscape of streaming TV is shifting; as Netflix goes more towards originals, Hulu is doubling down on its library.

It can't come as a huge surprise that Netflix is upping their rates.

Their new Standard plan, which featured HD, which had been offered to recent customers for $9 a month and older customers for $8, was being raised to $10. Making new subscribers pay up starting now also makes the decision to launch the second season of Stranger Things later this month that much more impressive.