Streaming services just got more expensive after Disney announced price increases for its streaming services Disney+, Hulu and ESPN+.

The entertainment giant said the monthly price for Disney+ without ads will increase 27% to $13.99 from $9.99. Hulu’s ad-free price will increase 20% to $17.99 per month from the current price of $14.99 per month. And the price for ESPN+ will increase to $10.99 from $9.99.

The price increase will go into effect in mid-October, with ad-level subscription prices remaining unchanged at $7.99 per month.

The price increase comes at a time when Disney’s linear TV business, which makes up the bulk of its media profits, continues to shrink while the company continues to lose money on its streaming networks. In its third-quarter earnings report, Disney said its streaming division lost $512 million in the quarter despite adding 800,000 new subscribers to its Disney+ service.

However, Wall Street embraced Disney’s earnings report and planned price increases, and the stock jumped 4% during Thursday’s trading session.