Max has announced that it will be raising its prices for both their ad-supported and ad-free plans.
The new pricing is effective immediately for all new customers. Current monthly subscribers will see the higher charges starting with their first renewal on or after November 20. The company states that affected users will receive a 30-day notice prior to the price change.
The "With Ads" plan will now cost $10.99 per month, up from $9.99. The mid-tier "Standard" plan increases to $18.49, a $1.50 rise, while the top-tier "Premium" package rises by $2 to $22.99 per month.
Earlier this year, HBO Max returned to its original name after briefly rebranding to "Max" in 2023. The streaming platform remains a central pillar of Warner Bros. Discovery's media strategy, particularly as the company explores structural changes. Reports suggest WBD has been fielding acquisition interest, including a rejected offer from Paramount. Plans to divide the company into two distinct entities by spring 2026 have already been announced.
As of the end of Q2, Warner Bros. Discovery reported a total of 125.7 million paying subscribers across its entire streaming portfolio. This figure includes Max as well as traditional HBO customers who receive access to the streaming platform through their cable subscriptions. The company is scheduled to report Q3 earnings on November 6.
Speaking at a financial conference in 2023, Warner Bros. Discovery CFO Gunnar Wiedenfels signaled that more increases were likely. "These products are still significantly underpriced," he said at the time, suggesting the company viewed higher rates as necessary to support its long-term strategy.
Tags: hbo max