Warner Bros. Discovery Ups Max Subscription Prices Amid Market Adaptations

Warner Bros. Discovery has announced price increases across all Max streaming subscription tiers in the U.S. The move aims to counteract higher content costs and slow subscriber growth. Changes will affect new subscribers immediately and existing ones by November 20. This marks the second hike in 18 months.

In a significant market shift, Warner Bros. Discovery has announced an increase in its Max subscription prices across all tiers in the United States. The decision is part of a broader strategy to cope with soaring content costs and a slowdown in subscriber growth.

The latest price adjustment, the second in less than a year and a half, will see HBO Max's ad-supported Basic plan rise by $1 to $10.99 per month. The Standard plan will see a $1.50 increase to $18.49, while the Premium tier—offering enhanced video quality and more simultaneous streams—will jump by $2 to $22.99.

According to WBD CEO David Zaslav, the rate changes reflect the company's focus on quality entertainment. "We're not trying to be everything to everybody," Zaslav noted. The price hike emerges as Warner Bros. Discovery explores potential sales options amidst interest from other media companies, signaling possible future shifts in the industry landscape.

(With inputs from agencies.)