Warner Bros. Raises Monthly Subscription Fees for Ad-Free Max Plans

Warner Bros Discovery

Warner Bros. Discovery (NASDAQ:WBD) announced a price hike for the ad-free plans of its Max streaming service. The monthly ad-free plan will cost $16.99 per month for new subscribers, up $1 from the previous price. The annual ad-free plan will now cost $169.99 per year, an increase of $20.

The premium ad-free tier, which allows for four simultaneous streams and 4K streaming, will also see a price increase of $1, bringing the monthly fee to $20.99. The annual plan for this tier will increase by $10 to $209.99 per year.

The ad-supported plan remains unchanged at $9.99 per month.

These price adjustments come a little over a year after Warner Bros. Discovery merged its HBO Max and Discovery+ streaming services to create Max. The timing also coincides with the upcoming release of the second season of Warner Bros.’ popular series “House of the Dragon,” which is set to premiere on June 16.

The trend of streaming services increasing their prices is continuing, driven by various challenges to profitability. Ad-free plans have been particularly targeted in these increases, as platforms aim to increase viewership and engagement on their newer, ad-supported options.

Comcast’s (NASDAQ:CMCSA) Peacock streaming service recently announced that it will be raising its prices in July, following a previous increase last summer. This adjustment is timed ahead of the 2024 Paris Olympics.