Netflix has raised its prices for U.S. viewers, as the company invests in original material amidst growing competitors from other streaming services.

The company’s most popular subscription plan, which allows high-definition watching on 2 screens, has jumped from $10.99 to $12.99 per month. Its most affordable, non-HD plan has actually increased from $7.99 to $8.99, and its premium strategy from $13.99 to $15.99.

It’s the largest walking because the business released its video streaming service 12 years ago, according to The Associated Press. The increase has drawn a positive reaction from Wall Street, where Netflix’s stock increased 6.5 percent on Tuesday.

The boost will impact all customers in the United States, the business informs NPR in a statement, as well as countries in Latin America and the Caribbean where Netflix expenses in U.S. dollars, including Uruguay, Barbados and Belize. In the U.S. alone, Netflix has 58 million subscribers.

” We change rates from time to time as we continue investing in terrific entertainment and enhancing the total Netflix experience for the benefit of our members,” Netflix tells NPR.

Still the dominant gamer in streaming and subscription video as needed, Netflix has felt pressure from current competitors like Amazon and Hulu, as well as new competitors set to go into the marketplace, including Disney, NBC and Apple.

Part of the company’s technique to deal with increased competition has actually been to put money into original material, which it has actually been producing considering that House of Cards hit the little screen in 2013. Michael Pachter, a media expert at Wedbush Securities, informed NPR last month that Netflix’s objective is “to be a major production business that makes engaging material that is offered solely on Netflix.”

In an unusual relocation that highlights the company’s production aspirations, Netflix recently showed an original image in theaters for numerous weeks prior to making it available online. The cinematic, black-and-white movie Roma may even be an Oscar competitor, NPR’s Jasmine Gard reports. And it’s already won a number of critics’ option awards.

Netflix likewise won an Academy Award last year, for its documentary Icarus about doping among cyclists.

But the California-based business has built up comprehensive debt as it invests in that initial content, the AP reports, to the tune of more than $8 billion dollars for 2018.

Netflix has actually likewise reached into its pockets for other content that attracts viewers, including the late 90’s and early 2000’s comedy Friends. The business is paying $100 million to keep licensing the popular program for 2019, up from $30 million, The New York Times reported in December.

Increased subscription income will likely help stabilize the books over the next a number of years, the AP reports, as long as Netflix’s total user base of 165 million people continues to grow.

Anyone new to the streaming service will right away be charged the higher prices, while the boosts will roll out to existing consumers over the next few months. Netflix will alert existing members by email 30 days before raising the expense of their subscription.

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