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Netflix subscriptions are more expensive, starting today

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Netflix is raising the price of its popular streaming service to $9.99 effective immediately, CNBC reports on Twitter. The change is an incremental move from $8.99, and won't affect existing customers until Oct. 2016.

A standard definition streaming plan still goes for $7.99 a month.

Response has been mixed. Netflix stock went up on the news, while folks on Twitter seem less enthusiastic.