In a welcome change, Starz has announced they are actually lowering their annual subscription price. The platform is lowering its annual subscription price from $74.99 to $69.99, the company confirmed to TechCrunch in an email. Existing Starz subscribers will see the price adjustment in their next billing cycle. "As one of the few streaming networks that is profitable, we are always looking for ways to drive success for the business while providing great value to our customers," said Alison Hoffman, president of Domestic Networks at Starz, in the email. "Our annual plan subscribers are some of our most valuable customers, so we wanted to find ways to drive more people into the plan and reward our existing customers." The announcement comes just weeks after the streamer announced an increase in the monthly price of its subscription from $8.99 to $9.99.