HBO Max Price Hikes and Password Crackdown Are Coming
Warner Bros. Discovery is preparing to adjust its streaming strategy, with CEO David Zaslav confirming that HBO Max will see price increases. The executive also indicated that the company intends to implement stricter measures against password sharing in the near future.
Zaslav addressed the platform’s financial direction during the Goldman Sachs Communacopia + Technology Conference. He argued that the current subscription costs do not reflect the value provided by the service’s library.
Pricing and Value Proposition
“The fact that this is quality — and that’s true across our company, motion picture, TV production, and streaming quality — we all think that gives us a chance to raise price,” Zaslav explained. He explicitly stated, “We think we’re way underpriced.”
Currently, the platform offers three distinct tiers for subscribers:
- Basic with Ads: $9.99 per month
- Standard plan: $16.99 per month
- Premium plan: $20.99 per month
Addressing Password Sharing
Beyond subscription costs, the company is shifting its focus toward account security and monetization. Zaslav noted that while the team has not yet aggressively pursued password sharing, that approach is changing as the platform’s popularity grows.
“We haven’t been pushing on the password sharing and the economics yet,” Zaslav said. “People are really starting to love HBO Max. That’s the key. We want them to fall in love with our content, with our series, with the differentiated offering outside of the U.S. It’s all tricky with the password sharing. We’re going to begin to push on that.”
As reported by The Hollywood Reporter, these updates reflect a broader effort by Warner Bros. Discovery to optimize the profitability of its streaming division.