HBO Max is raising all subscription costs to the max — effective immediately.
The streamer, which returned to its original name earlier this year, announced Tuesday that it will immediately hike up prices for new subscriptions.
The recently rebranded platform’s monthly plans will now be $10.99 for HBO Max Basic With Ads, $18.49 for HBO Max Standard, and $22.99 for HBO Max Premium.
Annual plans will now sit at $109.99 for HBO Max Basic With Ads, $184.99 for HBO Max Standard, and $229.99 for HBO Max Premium.
Those who were already subscribed prior to Oct. 21 will get a 30-day notice ahead of their plan’s renewal, with the increases effective as of the next billing date on or after Nov. 20. The same 30-day notice applies to pre-existing annual subscribers.
The Daily News has reached out to Warner Bros. Discovery for comment on the impetus of the price increase.
The move is one of multiple shake-ups to HBO Max in recent months, though the moniker swap remains among its most eyebrow-raising.
WBD announced at their New York upfront presentation in May that HBO Max and its new logo “far better represent[ed] our current consumer proposition” than Max, the name it took on in 2023.
“It clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for,” Casey Bloys, HBO and Max Content Chairman and CEO, said at the time.
In their press release, the company even nodded to Ross’ famed “We were on a break” argument from “Friends,” which lives on the HBO Max platform.
Speaking of bizarre breakups, Warner Bros. announced in June that it would split its streaming and cable operations into separate companies.
“By operating as two distinct and optimized companies in the future, we are empowering these iconic brands with the sharper focus and strategic flexibility they need to compete most effectively in today’s evolving media landscape,” said David Zaslav, WBD President and CEO.
