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The company is raising the prices on its standard and premium streaming subscription services.

Netflix said it will give customers 30 days notice of the price raise, the timing of which will depend on their billing cycle.

The price of the basic plan, which costs $7.99 monthly and delivers standard definition video to one screen, remains the same. The "premium" plan with four simultaneous streams and UHD/4K quality will go from $12 to $14.

The price changes come amidst Netflix's search for more award-worthy content to compete with Amazon and Hulu (The Hollywood Reporter notes Netflix plans to "spend $6 billion on content this year", so the search is definitely ramping up).

Certain Netflix subscription tiers will be getting a price hike in the United States, Mashable reports.

The last time Netflix increased its U.S. pricing was October 2015. The plans, which offer consumers HD and either 2 or 4 screens at a time to watch, will change to $10.99 and $13.99. During the second quarter of 2016, Netflix added only 160,000 new domestic subscribers, well below its projected growth of about 500,000. The cost for its entry-level $7.99 service stays the same.

Netflix has rapidly become the center of most of our TV universes, streaming everything from utterly obscene coming-of-age cartoons to original stand-up comedy.

The company remained committed to investing in original programming, saying it will release 40 feature productions this year ranging from "big-budget popcorn films to grassroots independent cinema".

According to USA Today, the service's most popular plan will now cost $10.99 cents a month.

A more gradual move in 2014 did not provoke the same outrage.

Netflix believes its price rate is justified by recent service improvements, such as a feature that allows people to download shows onto phones or other devices to watch them offline.