HBO Max Raises Prices Again, Marking Its Third Hike in Three Years

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Oct 22

As streaming costs climb across the board, Warner Bros. Discovery bets audiences will pay for prestige — but at what point does loyalty break?

It’s going to cost more to watch Succession reruns — again.

Warner Bros. Discovery has announced that HBO Max will raise prices across all of its subscription plans effective immediately, marking the streamer’s third price hike since 2023 and continuing an industry-wide trend toward higher streaming costs and fewer bundled perks.

As of October 21, the ad-supported tier now costs $10.99/month (up $1), the standard ad-free plan jumps to $18.49/month (up $1.50), and the Premium 4K plan climbs to $22.99/month (up $2). Annual subscriptions are also increasing by $10–$20 depending on the tier. Existing customers will see the new prices reflected in their next billing cycle starting November 20.

It’s a familiar pattern for Warner Bros. Discovery, which has adjusted its pricing nearly every year since HBO Max launched in 2020. After dropping the “Max” rebrand experiment earlier this summer, the company is doubling down on what the HBO name still represents: prestige television — with a premium price tag.

But this latest increase lands at a time when audiences are showing signs of fatigue. Inflation, overlapping services, and a patchwork of “exclusive” content have fractured streaming loyalty, forcing subscribers to constantly reassess where their $20-a-month actually goes.

While HBO Max remains home to award-winning titles like The White Lotus, Succession, The Last of Us, and the upcoming A Knight of the Seven Kingdoms, it’s joining a crowded market of rising costs. Disney+ and Hulu also raised prices this week, alongside recent increases from Apple TV, Peacock, and Netflix.

The combined HBO Max–Disney+–Hulu bundle will now cost $19.99/month with ads or $32.99/month ad-free, up $3 from previous rates. Despite the climb, the companies tout the package as offering up to a 40% discount compared to individual subscriptions.

Warner Bros. Discovery argues the higher rates reflect both “expanded access to premium storytelling” and the addition of 4K UHD streaming for key library titles. Still, it’s a reminder of how quickly the once-disruptive streaming model has become indistinguishable from the cable packages it replaced — with tiered pricing, limited sharing, and incremental “value adjustments.”

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For HBO Max, the stakes are high. The service currently boasts one of the most acclaimed content libraries in streaming, from Game of Thrones and The Sopranos to The Penguin, The Pitt, and Industry — all returning in early 2026. But with prices edging toward $23 a month, the platform is inching into boutique territory, competing less with Netflix and more with the idea of exclusivity itself.

As subscribers face higher bills and tougher choices, the question becomes whether “prestige TV” is still worth a premium. HBO built its legacy on the promise that quality would always justify cost. In 2025, that claim is being tested one billing cycle at a time.