Warner Bros. Discovery CEO David Zaslav confirms price hikes and tighter account controls for HBO Max, citing “underpriced” value and growing content appeal.
Price Increases Coming for HBO Max
HBO Max is about to get more expensive, according to Warner Bros. Discovery CEO David Zaslav, who spoke at the Goldman Sachs Communacopia + Technology Conference this week.
- “We think we’re way underpriced,” Zaslav said, noting that high-quality content across the company’s divisions — including film, TV, and streaming — justifies the increase.
- While no new pricing has been announced yet, Zaslav’s comments make it clear that higher subscription fees are imminent.
Current pricing tiers:
- Basic with Ads – $9.99/month
- Standard – $16.99/month
- Premium – $20.99/month
Expect these to rise in the near future, especially as streaming platforms lean into content differentiation as a justification for higher costs.
Password Sharing Crackdown Is Coming Too
In addition to price hikes, HBO Max is also preparing to crack down on password sharing — a move echoing Netflix’s recent policy shift.
- “We haven’t been pushing on the password sharing and the economics yet,” Zaslav said.
- “We’re going to begin to push on that.”
This means users who share their HBO Max credentials with friends or family outside their household may soon face limitations or prompts to pay extra.
Why Now?
Zaslav emphasized that the key to both changes is the growing appeal of HBO Max:
- “People are really starting to love HBO Max,” he said.
- With strong engagement across international markets and flagship shows like House of the Dragon and The Last of Us, the service is gaining premium brand momentum.
The company appears to be timing the changes to coincide with strong content demand, hoping that viewer loyalty will absorb price hikes and discourage churn, even as sharing is limited.
What This Means for Subscribers
For current HBO Max users, the near future will likely bring:
- Higher monthly subscription fees, regardless of plan
- Limits on account sharing across multiple households
- Potential prompts to upgrade plans or add users if accounts are being accessed from different locations
This is part of a broader industry trend, as streaming services re-evaluate their profitability models after years of prioritizing growth over revenue.
