Streaming markets are still evolving, between features available, tiered subscriptions, pricing and more, and Netflix, granddaddy of them all, will soon up their prices without a majority of customers realizing. Say goodbye to those grandfathered into the Standard Netflix subscription, as you’ll be forking over an additional $2.00 each month without realizing.

For the moment at least, Netflix offers three separate Instant subscriptions, between Basic (or one screen at a time, non-HD) for $7.99 per month, $9.99 for the two-screen HD Standard, and $11.99 for Premium (four screens, Ultra HD). The Standard option previously cost $7.99, until existing customers were “grandfathered in” to the new plan at no extra charge, but as of May 2016, Business Insider says no more:

Next month, all grandfathered customers will be moved up to $9.99 for the standard plan. Analysts at UBS have estimated that this change will affect about 37% of US subscribers, or 17 million people. And most of those 17 million subscribers aren’t aware of the coming changes. In a recent JP Morgan survey, about 80% of those who will be “un-grandfathered” in May didn’t know the price hike was coming. UBS estimates that roughly 3% to 4% of affected subscribers will cancel.

That’s a cool $30+ million more for Netflix each month, perhaps understandable given the godlike amounts of money needed to keep doubling up on original programming, or at least terrible Adam Sandler movies. Still, 3-4% of subscribers lost is nothing to sneeze at, so will you be one of them?