Netflix has had a price hike. The HD option of the TV and film streaming service now costs £7.49 a month instead of £6.99.
While a 50p increase might not sound a lot, consider that just last year the same option cost £5.99 a month.
If you want to pay less, the standard definition tier still costs £5.99 a month. The Ultra HD (aka 4K) option, meanwhile, will set you back £8.99 a month. The prices of these two are unchanged, which makes them both look more tempting.
The price hike only applies to new subscribers, so if you're already signed up, you won't have to pay any extra for another year.
Netflix is now more expensive than Sky's Now TV (£6.99 a month) and Amazon Prime Instant Video (£5.99).
The streaming service has seen astonishing growth over the last few years and plans to be in over 200 countries by the end of 2016.
It's certainly making headway on that front, after it recently launched in Australia and New Zealand, and will soon hit Italy, Spain, Portugal and Japan, its first Asian territory.
Netflix also plans to branch out into making its own feature films later this year.