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Max, the streaming service formerly known as HBO Max, is increasing prices once again.
Those on the standard ad-free tier will now pay $16.99 per month, up from $15.99. Max is also boosting the price of the Ultimate Ad-Free plan—which offers 4K streams versus 1080p—by $1, bringing the cost to $20.99 per month.
(Credit: Warner Bros. Discovery)The price hike also applies to subscribers who pay on an annual basis. "The yearly Ad-Free plan will increase by $20 per year, making it $169.99/year,” Warner Bros. Discovery says. “The yearly Ultimate Ad-Free plan will increase by $10 per year, making it $209.99/year."
In explaining the move, the company gives the standard line about "delivering more culture-defining programming and improving our customer experience for all users." It's become a familiar refrain as multiple video-streaming services hike their prices.
The new pricing goes into effect today for new customers; existing subscribers can expect to see the price hike “on or after Thursday, July 4, 2024,” during their next billing cycle. Subscribers who pay on an annual basis will only see the price increase until renewal.
Warner Bros. Discovery is increasing prices right before the Game of Thrones prequel House of the Dragon returns for a second season on Sunday, June 16. So it looks like the company is hoping to cash in on interest for the hit show.
Max's first price hike was in February 2023, when the ad-free plan increased from $14.99 to $15.99 per month. Like before, the company said it would allow it to invest in programming.
The good news is that the price of the ad-supported Max will remain at $9.99 per month. During its last earnings report, Warner Bros. Discovery noted its advertising revenue had increased 70%, “primarily driven by higher engagement on Max in the US.”
The company added that subscribers to Max, Discovery+, and its other streaming offerings had reached 99.6 million in Q1, up 2 million from the previous quarter.