Warner Bros. Revelation CEO David Zaslav signaled potential price increases for Max (formerly HBO Max),asserting the streaming service is currently “way underpriced” given the quality of its content. The comments, made at the Goldman Sachs Communacopia and Technology Conference, suggest a shift in strategy for the recently rebranded platform.zaslav’s remarks indicate a belief that Max’s premium programming – spanning motion pictures, television production, and streaming – justifies a higher subscription cost.Currently, Max plans range from $9.99 per month (with ads) to $20.99 per month for the ad-free premium tier, pricing comparable to competitors. A price hike would directly impact the roughly 95.8 million global streaming subscribers Warner Bros. discovery reported in Q2 2023, and could influence subscriber retention as the streaming landscape becomes increasingly competitive.
“The fact that this is quality – and that’s true across our company,motion picture,TV production and and streaming quality – we all we think that gives us a chance to raise price,” Zaslav said,according to The Hollywood Reporter.
Alongside potential price adjustments, Zaslav also reiterated the company’s intention to crack down on password sharing, promising to “begin to push” on the issue starting in September. This follows a previous announcement during Warner Bros. Discovery‘s earnings call last month, where executives indicated they would become “more aggressive” in addressing the practice.
