Read Next: Max Announces Price Increase for Ad-Free Plans as Streaming Industry Shifts

Max, an ad free streaming service, is raising the price of its ad-free subscription plans, joining a wider trend across the streaming industry. These changes will impact existing subscribers on their next billing cycle following July 4 and for new subscribers, you are already paying the higher rates.

Now, the standard ad-free plan will cost $16.99 per month, up from $15.99, and the Ultimate ad-free plan that lets you stream on more devices and adds 4K support will increase to $20.99 per month from $19.99. That said, the ad-supported tier will stay as is with a $9.99 per month dues.

This pricing shift follows a number of other recent hikes at the various streaming services. It comes as Netflix, Disney+, Apple TV+, Hulu, and Spotify all bore rate increasesuffled for subcribers.

The trend also shows how the streaming economy is maturing as providers struggle to manage the costs of creating content and generating revenues. Growing expenses for production of premium original content and the competitive environment together play in to why prices are being adjusted.

Max’s announcement comes at a key moment, ahead of the highly-anticipated June 16 debut of the second season of “House of the Dragon,” the gothic Game of Thrones prequel.

The hope is that a massive hit like this can serve as a counterbalance against any negative blowback to the price hike, by luring new and existing subscribers in with new content that they know their audience wants to watch.

This is further confirmation, if any were needed, that Max must continue to invest in high-quality content and user experience, the company said.

Its ad-free Ultimate plan features 4K resolution and up to four devices streaming at once, in keeping with growing consumer demand for high-definition, multi-device streaming.

Because the streaming landscape keeps to conform, subscribers can count on similarly changes and changes from their desired offerings.

For now, Max joins its enterprise opposite numbers in navigating these shifts, striving to supply compelling content whilst dealing with operational fees and maintaining a aggressive edge.