Watch Netflix’s video streaming service, and you might have to pay to watch it.
The streaming giant said Monday that it will start charging $10 per month to add a subscription to its popular DVD rental service.
Netflix will also start charging a monthly fee to download movies from its video service.
But Netflix is just the latest in a growing number of companies that are trying to monetize the viewing habits of consumers, a move that has seen Netflix climb to become the world’s largest video service, according to research firm IHS.
Netflix has become a target of anti-piracy groups for making it more difficult for customers to watch movies and TV shows on its services.
That has prompted Netflix to step up its enforcement against piracy.
The company recently launched an advertising campaign to encourage its users to buy DVDs rather than rent them.
Netflix is also trying to attract new users to its service by offering a monthly membership with $10.
That offer has also helped drive the company’s popularity among millennials, according a recent survey.
Netflix’s latest move comes as Netflix faces increased competition from online video service Hulu.
Hulu has long offered a subscription service that offers access to millions of movies and television shows, but it has struggled to compete with Netflix.
The Hulu Plus service also has struggled with piracy, which has seen it struggle to attract younger viewers, according the New York Times.
Netflix said it has been targeting its service with new subscribers since March, when it announced its plans to introduce the $10 fee for its streaming service.
The new fee will be added to the $12.99 monthly price of the Hulu Plus membership, which will be available to new and existing subscribers.
Netflix says it is also expanding its partnership with Hulu Plus to include new members of its family of streaming video services.