Netflix’s share price was up more than 14% in after-hours trading, rising to $995.30 as of 3:20 p.m. EST after closing the day at $869.68. Forbes has reached out to Netflix to confirm the price increases.

Netflix is raising their prices across multiple tiers in the United States. As reported by CNN and other outlets, Netflix announced that they will raise their prices on most of their subscription tiers in the United States and Canada.

Netflix is increasing subscription fees across the U.S., Canada, Argentina, and Portugal, citing the need for reinvestment in content and technology. With a surge of 19 million new subscribers, the streaming giant's pricing changes will affect ad-supported and ad-free plans.