Today, Netflix is central to popular culture to the point that it's practically inescapable. Discussion of its currently trending hits, like Fyre Festival disaster days before Netflix's.

Related: The 25 Best Films on Netflix Right Now

In the biggest price increase in their history, Netflix announces that its standard streaming plan will go up from $10.99 to $12.99. The basic one-screen plan will see its first-ever increase from $7.99 to 8.99; one dollar less than what the two-screen plan cost less than two years ago. Finally, the four-screen plan will go from $13.99 to $15.99. Variety reports that a Netflix spokesperson indicated that the increase is because of the company's content investments: “We change pricing from time to time as we continue investing in great entertainment and improving the overall Netflix experience.”

Outside of the US, the increase will apply to Latin American countries where the service is billed in US currency. The new prices will apply to all new subscribers effective immediately, while existing s will be allotted a transition period. Meanwhile, Wall Street appears to have reacted positively, with company shares reportedly rising by 6.8 percent this morning. Netflix's Chief Product Officer Greg Peters echoed the company's confidence that subscribers will stay on board, for all the content they'll get to enjoy:

"[W]e earn the right to increase price a bit and then we take that new revenue, invested back into the model and that sort of continuous positive cycle we get to keep going, and we foresee that that will keep going for many years in the future.”

2019 will likely be a fascinating year that may well result in big changes to today's norms of entertainment content consumption. Although Netflix was reported to be more than $8 billion in debt last fall, need nothing more than CBS All Access. A family may spend months jumping between several services before settling on which one best meets their collaborative needs. In a way, it's anyone's game.

MORE: Netflix Original TV Shows To Be Most Excited About In 2019

Source: Variety