Starting Thursday, Apple TV+ will cost $12.99 a month, up from $9.99, for new U.S. subscribers and certain international markets. Existing customers will see the increase to their bills 30 days after their next renewal date, according to the company.

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While Apple TV+ hosts popular shows such as “Severance” and “Ted Lasso,” the streaming service has trailed competitors like Netflix and Disney+ in subscriber numbers, Reuters reported.

Apple TV+ is estimated to have reached around 40 million subscribers by the end of 2024, according to a Visible Alpha poll of five analysts. Meanwhile, Netflix had more than 300 million in the same time period, Reuters reported.

In a move to boost subscribers, Apple expanded its streaming service to Android phones earlier this year, Bloomberg News reported.

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