Just ahead of the Season 2 debut of House of the Dragon, Warner Bros. Discovery has announced a price increase for its Max streaming service.

The ad-free plan specifically is going up $1, from $16/month to $17/month. The yearly ad-free plan is rising from $150 to $170, and the "Ultimate" plan is rising to $21/month or $210 for the year. These changes go into effect immediately, so anyone signing up for Max to stream House of the Dragon, or any re-upping the membership now, will pay the increased rate.

All of Max's ad-supported plans are staying at the same price, which is $10/month or $100/year. Max's ad-based plans are highly lucrative because advertisers pay Warner Bros. Discovery and the company gets a subscription fee, and now their price points are even more attractive to new members who don't mind watching ads.