Former Warner Bros. Discovery CEO David Zaslav said in September 2025 that HBO Max was “way underpriced,” arguing that the quality of its programming gave the company room to raise prices. That was his view—not proof that subscribers agreed or that another increase was scheduled. As of October 8, 2026, HBO Max’s U.S. help center listed monthly plans at $10.99, $18.49 and $22.99, with different ad, streaming and download features.
Why did Zaslav call HBO Max underpriced?
Speaking at the Goldman Sachs Communacopia + Technology Conference in San Francisco on September 10, 2025, Zaslav tied the service’s perceived value to the company’s film, television and streaming output. Ars Technica quoted him: “The fact that this is quality—and that’s true across our company, motion picture, TV production [and] streaming quality—we all … think that gives us a chance to raise price. We think we’re way underpriced.” Ars Technica’s conference report is a report of his remarks, not an official transcript.
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He also compared current content spending and quality with a decade earlier, saying consumers then spent an average of $55 on content and that content quality, quantity and spending had increased “10 or 12 fold.” Those figures are Zaslav’s characterization as quoted in the report, not independently established measures of industry-wide spending or quality. His argument was that HBO Max had room to charge more while still offering consumers a good deal; it does not establish how subscribers value the service.
How much does HBO Max cost in the U.S.?
The following are U.S. list prices before applicable taxes, as listed by HBO Max’s help center on October 8, 2026. Prices and offers can change; partner billing, promotions and international plans may differ.
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| Plan | Monthly | Annual | Included features |
|---|---|---|---|
| Basic with Ads | $10.99 | $109.99 | Full HD; two devices streaming at once; ads |
| Standard | $18.49 | $184.99 | Full HD; two devices streaming at once; up to 30 offline downloads |
| Premium | $22.99 | $229.99 | 4K UHD; four devices streaming at once; up to 100 offline downloads |
Download limits apply, and HBO Max says some content categories may have download restrictions. The official HBO Max plan and pricing page also lists a Disney+, Hulu and HBO Max bundle, and says limited-time promotions may be available. Eligible U.S. students whose enrollment is verified through UNiDAYS can get Basic with Ads for $5.49 per month for up to 12 months; eligibility and duration matter when comparing it with standard recurring prices.
What changed after Zaslav’s 2025 remark?
The prices reported at the time of his September 2025 comment were $10 per month for the ad-supported entry plan, $17 for ad-free and $21 for the premium no-ads plan, according to Ars Technica. They are historical figures, not today’s listed rates.
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Tom’s Guide reported that the U.S. monthly and annual prices rose effective October 21, 2025. The same three tiers were then named Basic With Ads, Standard and Premium:
| Plan | Monthly before increase | Monthly after increase | Annual before increase | Annual after increase |
|---|---|---|---|---|
| Basic With Ads | $9.99 | $10.99 | $99.99 | $109.99 |
| Standard | $16.99 | $18.49 | $169.99 | $184.99 |
| Premium | $20.99 | $22.99 | $209.99 | $229.99 |
These are the amounts in Tom’s Guide’s report on the 2025 increase. The official prices listed on October 8, 2026 match the post-increase rates shown above; that does not establish what future prices will be.
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Is HBO Max worth its price?
“Underpriced” is not a customer-value calculation. To decide whether a plan is worth paying for, compare its recurring cost and features with how you actually watch: whether ads are acceptable, whether you need more than two simultaneous streams, whether 4K matters on your devices, and whether offline downloads are useful. An annual plan has a lower listed cost per month than paying monthly, but it commits you to a year; compare the total bill and your likely use, not just the monthly equivalent.
- Choose based on viewing needs: the listed tiers differ in ads, resolution, simultaneous streams and downloads.
- Compare the full billing period: account for annual commitment, applicable taxes, and whether a promotion or bundle is available to you.
- Check the current terms: HBO Max says it may be subscribed to directly or through partners, so billing and plan details can vary by route.
Will HBO Max and Paramount+ combine?
Paramount’s takeover of Warner Bros. Discovery closed on October 6, 2026. The Associated Press reported that HBO Max and Paramount+ are now under the same corporate umbrella and that the company plans to unify the streaming services over time. AP reported that the eventual service name and effects on consumer prices and choices were not known. A planned unification is not the same as a completed merger of the apps or a confirmed price change. The Associated Press report describes the transaction and the stated plan.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
