Walt Disney Co. raised the price of its Hulu streaming service by $1 to $7 a month for the version that has advertising and to $14 a month without ads in the US.

The increases are to come into effect on October 8, the company said Tuesday in an emailed statement.

A bundle that includes Hulu, Disney+ and ESPN+ remains $14 a month, the company said, a Bloomberg report stated.

The company, which has more than 173 million customers for the services, is capitalizing on increased demand while looking at the same time to offset programming costs. Those include pricey sports rights, as well as major Hollywood films that have gone straight to streaming as a result of the pandemic.

The bundled offering matches rival Netflix Inc.’s $14 standard package. Disney has also introduced a new marketing campaign to promote that bundle.