Comcast Corp. raised the price of its Peacock streaming service by $3 a month for new customers starting July 23, an increase of almost 38% for the ad-supported plan.

Peacock streaming service will cost new subscribers $11 per month for the ad-supported plan and $17 for the ad-free version.

Peacock, a streaming service by Comcast-owned NBCUniversal, said on Thursday it will raise prices by $3 later this month and begin testing a new narrowed-down tier for users.