Hulu is once again lowering the price of its base, ad-supported Video on Demand plan from $7.99 a month to $5.99 a month, the company announced today.

The streamer dropped the price to $5.99 a month for several months in 2018, and the move paid off with a net addition of eight million subscribers during the year, bringing its year-end total to 25 million.

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On January 3 of this year, Hulu returned the price to $7.99 a month, but today said it would go back to $5.99 a month for new and existing subscribers starting in February.

The company may be trying to exploit Netflix’s recent decision to raise its premium and standard plan prices by $2 a month.

Hulu’s no-ad VOD plan will stay at $11.99 a month, the company said.

In addition, Hulu said today that the price of its live streaming service would rise from $39.99 a month to $44.99 a month, effective next month.

— Phillip Swann