NBCUniversal execs have believed Peacock is underpriced relative to the streamer’s rivals — and, to that point, the company is raising rates for the third time in three years. Starting July 23, the price for Peacock Premium (which includes ads) will increase by $3 to $10.

See, NBCUniversal has been pushing really hard over the last few years to make Peacock a destination for sports streaming. That includes brokering a lot of deals with the leagues, notably one that’ll go into effect this October to make Peacock the streaming home of the NBA—at a price tag of $2.

The company is also rolling out a cheaper plan called Peacock Select, with current seasons of NBC and Bravo shows, and some library content.