11:11 AM EDT, 06/05/2024 (MT Newswires) -- (Updates with the company's confirmation.)

Warner Bros. Discovery ( WBD ) confirmed to MT Newswires Tuesday that it increased the price of the Max streaming service ad-free plan by $1 to $16.99 per month and by $20 a year to $169.99, effective immediately for new customers.

The ultimate ad-free plan's price will also rise by $1 to $20.99 a month and by $10 to $209.99 per year, the company said.

The rate for the ad-supported plan remains unchanged at $9.99 a month or $99.99 a year, Warner Bros. added.

Existing subscribers will see the new prices reflected in their next billing cycle starting around July 4 while those with annual subscriptions will not see any rate changes until the renewal of their plan, according to the company.