Peacock will soon be charging consumers more to admire its plumage.The Comcast-owned streaming service is hiking its subscription rates by $3 starting next week, Peacock confirmed. Beginning on July 23,

See, NBCUniversal has been pushing really hard over the last few years to make Peacock a destination for sports streaming. That includes brokering a lot of deals with the leagues, notably one that’ll go into effect this October to make Peacock the streaming home of the NBA—at a price tag of $2.