Peacock is putting its bird back in the cage.

According to an updated sign-up page for the NBCUniversal streaming service, new users no longer have the option to create a free account to access more than 10,000 hours of content on Peacock. Instead, as of this week, users must choose between Peacock’s $4.99 a month ad-supported plan or its $9.99 a month ad-free plan. The direct link to create a free account also redirects to the same sign-up page that prompts users toward the two paid plans.

The subscription update, first spotted by The Streamable, represents a major turnaround for Peacock, which has marketed its free tier — complete with the tagline “free as a bird” — to differentiate itself from its streaming competitors.

Peacock said last week it crossed 20 million paid subscribers but expects losses, which amounted to $2.5 billion in 2022, to widen to $3 billion this year. The streamer also made its debut on Nielsen’s The Gauge, accounting for 1 percent of all TV viewing time in December but falling behind competitors like Netflix, Disney+, Hulu, Prime Video and HBO Max.

Representatives for Peacock did not immediately respond to requests for comment.