Netflix, one of the biggest names in streaming, has quietly changed its payment plans in a big way. For new users in the U.S. and U.K., the company has taken away the $9.99 per month plan that didn’t have any ads.

This change pushes new users toward either a more expensive monthly plan or a cheaper choice with ads. It also shows how the platform has changed to keep up with the ongoing streaming wars.

New customers now have three options: a “Standard with Ads” plan for $6.99 per month that includes ads, a “Standard” plan for $15.49 per month that allows two streams at once and 1080p full HD video quality, and a “Premium” plan for $19.99 per month that allows up to four streams at once and 4K Ultra HD video.

The “Basic” plan is being thrown out because Canada did the same thing last month. But present customers won’t be affected and can keep their plans as they are.

This move brings Netflix in line with its competitors Hulu and Disney+, which are both owned by Disney and have both ad-based and ad-free access plans. In a similar way, Warner Bros. Discovery’s platform Max offers a number of monthly subscriptions starting at $9.99 per month with ads and $15.99 per month without ads. Some big-name broadcasters, like NBCUniversal’s Peacock and Paramount Global’s Paramount+, also offer cheaper options.