Netflix will raise the price of its standard HD service to $10 for those previously grandfathered in at a lower rate. Price increases begin in May.

Around 17 million Netflix subscribers will be affected by the price hike, analysts reported.

"Impacted members will be clearly notified by email and within the service so that they have time to decide which plan/price point works best for them," Netflix said in a statement.

Back in October, the streaming service increased the price of its two-stream HD plan for all new members in the United States, Canada, and Latin America. Those already on the plan held steady at $8.

Customers unwilling to pay more can continue at $8 for Netflix's single-stream, standard definition service.