Netflix Inc. (NFLX - Get Report) is increasing prices for some of its top-level subscription services in an effort to increase margins to fund the billions of dollars the service spends creating hit original content.

The Associated Press first reported the news. 

A Netflix HD program will now cost $11, up from $10. A Netflix 4K streaming plan will cost $14 per month, up from $12 per month. For comparison, Inc.'s (AMZN - Get Report) most basic plan without HD still costs $7.99 monthly, which is the same as Netflix's basic plan.

Netflix increased its HD streaming prices in April 2014 to $9.99 from $7.99. At the time of that price increase, existing customers could keep the original pricing until May 2016, when all users were bumped up to the higher price.

Netflix shares jumped 3.55% to $191 in mid-morning trading Thursday.

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