HBO Max is getting more expensive. Beginning today, January 12, HBO Max will cost $16/month for the ad-free plan, an increase of $1 per month from the previous $15/month cost. This is HBO Max’s first monthly price hike since the service launched in May 2020.

“Existing subscribers who are currently paying $14.99/month will see their monthly rate increase to $15.99 effective their next billing cycle on or after Saturday, February 11, 2023,” the company said.

HBO Max said the $1 price increase for the ad-free plan will allow the company to “continue to invest in providing even more culture-defining programming and improving our customer experience for all users.”

The HBO Max price increase goes into effect just days before the network’s newest big show, The Last of Us, premieres on January 15.

Price hikes are common for any subscription service, so it was only a matter of time before HBO Max followed the likes of Netflix and others in upping costs.