Reuters reports that Netflix is raising prices for U.S. subscribers by "13 to 18 percent." The standard plan will now be $12.99 instead of $10.99, the basic plan is getting a $1 price bump to $8.99, and the premium plan that allows for 4K HDR streaming is now $15.99 instead of $13.99, but those new prices aren't reflected on Netflix's website yet. Interestingly, and perhaps a bit counter-intuitively, Netflix share prices are up 5% following the announcement, though they are still significantly lower than their peak prices in June and July of this year. Some might think higher prices would turn Netflix subscribers to competitors, but investors apparently see it as an opportunity for more revenue. The price hikes will be applied to all existing members over the next few months and to all new members immediately, Netflix said in a statement. This is the first time since October 2017 that Netflix has raised prices for its U.S. subscribers.