Warner Bros. Discovery has announced pricing increases to both its ad-supported and ad-free tiers effective immediately.
A price increase for Max was rumored as recently as May, and now it has come to pass.
The new pricing will be as follows:
- Ad-Free | The monthly Ad-Free plan will increase by $1 per month, making the new price $16.99/month. The yearly Ad-Free plan will increase by $20 per year, making it $169.99/year.
- Ultimate Ad-Free | The monthly Ultimate Ad-Free plan will increase $1 per month, making the new price $20.99/month. The yearly Ultimate Ad-Free plan will increase by $10 per year, making it $209.99/year.
These prices are effective immediately for new subscriptions. The Max With Ads plan remains unchanged at $9.99/month or $99.99/year.
Existing subscribers will be notified 30 days in advance of their plan renewal and see price increases starting from their next billing cycle on or after Thursday, July 4, 2024. Current yearly subscribers will not see an increase until renewal.
Max offers three pricing options, giving subscribers the choice to select which plan best fits their needs:
- With Ads | Stream on 2 devices at once, Full HD video resolution
- Ad-Free | Stream on 2 devices at once, Full HD video resolution, 30 downloads to watch on the go
- Ultimate Ad-Free | Stream on 4 devices at once, 4K Ultra HD video quality as available, Dolby Atmos immersive audio as available, 100 downloads to watch on the go (limits apply)
According to a report from Bloomberg in May, Warner Bros. Discovery CEO David Zaslav has ordered the company’s streaming division to begin cutting costs and, at the time, prepare to raise prices. The company is said to be trying to aim for $1B in revenue from a combination of Max and Discovery Plus before the end of 2025.
This news follows recent reports that the company is planning to crack down on password sharing beginning this year and increasing that into 2026.
