BREAKING: HBO Max Announces First Ever Price Hike Ahead of discovery+ Unification
It was seemingly only a matter of time, but on Thursday, Warner Bros. Discovery announced that it would be raising the price of a monthly ad-free subscription to HBO Max from $14.99 to $15.99 in the United States. The change will be reflected in the bills for existing customers on their next billing cycle on or after Feb. 11.
WBD has not mentioned a price increase for its ad-supported tier, so — for now — that appears to be remaining at $9.99 per month. There has also not apparently been an increase to the annual HBO Max subscriptions, which remain priced at $99.99 for ad-supported and $149.99 for ad-free.
“This price increase of one dollar will allow us to continue to invest in providing even more culture-defining programming and improving our customer experience for all users,” WBD said in a statement.
This is the first price increase for the streamer since launching in May 2020, but it comes at a curious time. WBD is planning to merge discovery+ with HBO Max this spring, but those services currently have very different price points and clientele. Monthly rates for discovery+ are $4.99 for ad-lite and $6.99 for ad-free.
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Though the company has reportedly settled on a name for the unified service, it has not shared any further details about how the integration will work. However, WBD has been open about how different discovery+ and HBO Max subscribers are, and that there is minimal overlap between the two constituencies. So while it would stand to reason that while adding more content could justify a $1 per month increase to HBO Max subscribers, if discovery+ customers aren’t already interested in HBO Max, would a $9 price hike per month be worth that they had been getting for less than $7?
Max is a subscription video streaming service that gives access to the full HBO library, along with exclusive Max Originals. There are hubs for content from TLC, HGTV, Food Network, Discovery, TCM, Cartoon Network, Travel Channel, ID, and more. Watch hit series like “The Last of Us,” “House of the Dragon,” “Succession,” “Curb Your Enthusiasm,” and more. The service changed its name from “HBO Max” on May 23, 2023.
Max has three tiers, an ad-supported plan for $9.99 an ad-free plan for $15.99, and the ultimate tier that includes 4K for $19.99.
All Max subscribers will get the full libraries of shows like “Friends”, “The Big Bang Theory”, “South Park”, “Fresh Prince of Bel-Air”, “The West Wing”, and more.
You can choose to add Max as a subscription through Amazon Prime Video, Hulu, or other Live TV providers.