HBO Max is raising its subscription prices, a move announced by Warner Bros. Discovery on Tuesday. The ad-supported basic plan will now cost $10.99 per month, up $1 from its previous rate. The standard plan will increase by $1.50 to $18.49, while the premium plan will see a rise of $2, reaching $22.99 per month. Additionally, annual subscriptions will also experience hikes of $10, $15, and $20, respectively.
This price adjustment takes effect immediately, although existing subscribers will receive a 30-day notice before the new rates begin, at or after November 20.
HBO Max’s decision comes in the wake of similar price increases across the streaming industry. Disney recently raised its Disney+ prices, and Peacock significantly increased its subscription costs ahead of the NBA season. Apple TV also raised its subscription fees by 30% in August, while Netflix implemented its price hikes earlier this year.
These increases reflect a broader trend in the streaming market as many companies grapple with industry saturation. Rather than focusing on growth through low subscription prices, organizations are shifting their strategies toward profitability, often by offering value through bundled services. Notably, HBO Max and Disney+ have managed to create a successful bundle, while both Peacock and Apple TV have recently joined in with their own bundle offerings.
As HBO Max repositions itself under Warner Bros. Discovery, the service aims to emphasize high-quality television shows and films, spotlighting popular franchises like Game of Thrones, The Last of Us, and Hacks. While the adjustments may be met with mixed reactions from subscribers, they underscore the evolving landscape of streaming services as companies prioritize sustainable business models.