See, NBCUniversal has been pushing really hard over the last few years to make Peacock a destination for sports streaming. That includes brokering a lot of deals with the leagues, notably one that’ll go into effect this October to make Peacock the streaming home of the NBA—at a price tag of $2.

Streaming Peacock shows like Poker Face, The Traitors, and the upcoming The Office spinoff, The Paper, is about to get more expensive. Beginning Wednesday, July 23, the NBCUniversal streamer will increase the price of all of its subscription tiers in what will mark not only the third price hike in three years,

Peacock's Premium plan will grow to $10.99 and Premium Plus to $16.99, while the Select tier is priced at $7.99

While consumers obviously won’t be happy about Peacock’s new price — especially since it comes on top of another $2 increase rolled out a year ago this month — the move is not entirely unexpected. For one thing,

Peacock is raising prices as it adds exclusive NBA games, betting that live sports will justify its biggest subscription hike yet