Peacock confirmed that the price for Peacock Premium will increase by $3 to $10.99 per month and Premium Plus will also increase by $3 to $16.99 per month. In addition, Peacock’s annual price will now be $109.99/year for Premium and $169.99/year for Premium Plus.

NBCUniversal execs have believed Peacock is underpriced relative to the streamer’s rivals — and, to that point, the company is raising rates for the third time in three years. Starting July 23, the price for Peacock Premium (which includes ads) will increase by $3 to $10.

Peacock will soon be charging consumers more to admire its plumage. The Comcast-owned streaming service is hiking its subscription rates by $3 starting next week, Peacock confirmed. Beginning on July 23,