Major Price Increase Planned for HBO Max, Says CEO

Plans for Stricter Password Policy Ahead

Warner Bros. Discovery's CEO, David Zaslav, has expressed intentions to increase the cost of HBO Max subscriptions and intensify efforts against password sharing. Speaking at the Goldman Sachs Communacopia + Technology Conference, Zaslav highlighted the exceptional quality of HBO Max's content, suggesting it justifies higher prices.

"Our offerings span high-quality motion pictures, TV production, and streaming services," Zaslav stated. "We believe we're currently undercharging for such premium content." The last price adjustment for HBO Max occurred in 2024 when it was briefly branded as Max. Currently, a basic subscription with ads is available for $9.99 monthly, whereas the ad-free option is priced at $20.99. Zaslav seems convinced that there's room to charge more.

The company has also disclosed its determination to tackle password-sharing issues. Warner Bros. Discovery announced in an August earnings call the aim to eliminate password-sharing loopholes by year-end. According to Zaslav, while the attraction to HBO's offerings is undeniable, "navigating the complications of password sharing is tricky. We're gearing up to address this challenge."

The industry has seen price increases and password enforcement by streaming giants like Netflix becoming the norm. Thus, changes by HBO Max should come as no surprise. By candidly discussing these strategies, Zaslav's reputation as a controversial figure in Hollywood may not see improvement, yet given the anticipated division within Warner Bros. Discovery, this seems to be a minor concern.