That’s normally how all price increases work.

It’s not overnight, it goes into effect in a month. The Q4 quarter is here, my guess is they need to make up money somewhere to close out the year good. Come Feb when they announce they earning for not only Q4 but all of 2023, they’ll need to show they made X amount of dollars. Some account somewhere told them that based of subscriber growth you’ll need to charge this to make that buy a certain time frame.

Have you guys seen the production value of ATV+ shows? Now factor in that they are getting A listers to star in their shows. Imagine if they had the quality + the quantity. You can’t expect to keep paying $6.99 or $5.99 for a service when their shows are costing six to seven figures per episode.