According to the company’s announcement on Friday, Walt Disney expects to increase the monthly subscription fee for its sports streaming service ESPN+ by $3, or 43%.

Starting on August 23, the cost of an ESPN+ subscription will increase from $6.99 to $9.99 per month, and from $69.99 to $99.99 for an annual subscription. Subscribers will be officially notified next week.

The cost for those who purchase a package that includes Hulu and Disney+ as well as all of Disney’s streaming services won’t change, the company said.

The last time ESPN+ increased its monthly and yearly subscription prices in the United States was in July of last year. ESPN+ offers more than 22,000 live events, including the top leagues in numerous sports.

According to Disney, it has added more expanded National Football League (NFL) rights, Wimbledon and Australian Open rights, renewed rights for the well-known FA Cup, and more on ESPN+.

Despite lower ad spending and intense competition in the crowded streaming industry, media companies have been looking for new ways to increase revenue. Disney is counting on a significant comeback from live sports streaming after a pandemic-driven gap.

On the other hand, Netflix has partnered with Microsoft for its next ad-supported subscription service as it aims to combat slow member growth by launching a more affordable plan.