HBO Max is headed for a price increase, with Warner Bros. Discovery chief executive David Zaslav signaling that monthly rates will climb and password sharing will get tougher. In remarks at the Goldman Sachs Communacopia + Technology Conference, Zaslav argued the service remains undervalued given HBO’s premium slate and the broader Max catalog, and said the company plans to better enforce account policies as it prioritizes profitability.
Today, HBO Max’s Basic with Ads plan is $9.99 per month, the Standard ad-free tier is $16.99, and Premium is $20.99. The company has not disclosed new price points or timing, but the direction is clear: more revenue per subscriber and fewer free riders.
Why Warner Bros. Discovery Sees Room to Raise
For Zaslav, the simple equation is that prestige content and live programming can command higher rates. HBO’s recent run — from House of the Dragon to The Last of Us — remains a key differentiator, while the broader Max service folds in unscripted and library titles that lift engagement and reduce churn. Company filings show the direct-to-consumer segment flirting with sustained profitability, but management has consistently said average revenue per user needs to rise to support programming, sports, and product investments.
The company has already nudged prices up over the past two years and introduced the B/R Sports Add-On, which carries premium rights and associated costs. Against that backdrop, a higher sticker price is aimed at closing the gap between what viewers watch and what the business collects, particularly as production budgets and licensing fees remain elevated across the industry.
Password Sharing Crackdown Is Next
Zaslav also indicated HBO Max will begin tightening access for out-of-household use, a lever peers have already pulled. Netflix’s paid sharing plan drove record sign-ups and faster revenue growth in the United States, according to Antenna’s market research, while Disney has rolled out enforcement paired with options to add extra members. The playbook is familiar: clearer definitions of a “household,” device and location checks, and paid add-ons for legitimate sharing.
Warner Bros. Discovery has been comparatively cautious on enforcement, focusing first on product polish and programming momentum. Tougher guardrails now would align HBO Max with market norms and convert nonpaying viewers into incremental revenue — a cleaner path to margin improvement than deep cost cuts that risk weakening the slate.
What Subscribers Should Expect
Consumers should watch for in-app messages and email notices detailing changes to billing and account policies. As with prior industry moves, ad-supported plans may remain the value entry point, while ad-free tiers absorb the biggest increases. Annual plans, where available, often soften the blow with built-in discounts, and cross-service bundles can offset hikes. Warner Bros. Discovery has leaned into packaging — including a cross-company bundle with Disney+ and Hulu — to keep perceived value high as list prices move up.
If the company mirrors rivals, enforcement will likely start softly: clearer prompts, education about household rules, and offers to add an “extra member” for a fee rather than abrupt lockouts. Expect small but persistent nudges to bring casual borrowers into the paid ecosystem.
The Competitive Context
Streaming has entered its price-power phase. Netflix’s premium tier now sits above $20 in the U.S., and other majors have posted multiple increases since the initial growth-at-all-costs years. Research firms such as Leichtman Research Group and Kantar have documented a shift toward ad-supported viewing and more deliberate household budgeting across services, which is why platforms are pushing both price and product differentiation at the same time.
For Warner Bros. Discovery, the bet is that HBO’s hit pipeline, the depth of the Max catalog, and emerging live offerings justify a higher bill — and that tighter account rules won’t spark outsized cancellations. If Netflix’s experience is any guide, short-term grumbling can be outweighed by higher paid membership and more predictable revenue.
Bottom Line
HBO Max is preparing to charge more and clamp down on shared credentials. The strategy reflects where streaming is headed: fewer freebies, clearer rules, and premium pricing tied to premium programming. Subscribers who want to blunt the impact should consider annual billing, ad-supported tiers, or bundles — and keep an eye out for official notices detailing the next steps.