Yes—HBO Max’s U.S. prices rose after Warner Bros. Discovery CEO David Zaslav said in September 2025 that the service was “way underpriced.” The new rates took effect for new subscribers on October 21, 2025, and for existing subscribers at their first billing cycle on or after November 20, 2025. As of August 18, 2026, the listed plans cost $10.99 to $22.99 a month. The available official sources do not specify another scheduled increase.
What Zaslav said—and what he did not announce
On September 10, 2025, Zaslav said the company thought HBO Max was “way underpriced” and saw room to charge more. He also discussed making password sharing more difficult. Those remarks signaled management’s pricing strategy; they did not give subscribers a new price, percentage increase, or effective date. Engadget’s report on Zaslav’s comments described the intent, not a formal billing notice.
The distinction matters: a CEO’s view that a service could cost more is not the same as a confirmed change to a customer’s next bill. HBO Max later published the actual timing and terms of its U.S. price change.
When the 2025 price increase took effect
- September 10, 2025: Zaslav signaled that HBO Max was underpriced and discussed higher prices.
- October 21, 2025: The new U.S. rates applied to new subscribers.
- November 20, 2025, or later: Existing subscribers moved to the new rates on their first monthly or annual billing cycle on or after that date.
- February 26, 2026: Warner Bros. Discovery said U.S. subscription-price increases had taken effect in the fourth quarter of 2025 and expected their full-year benefit in 2026.
HBO Max’s price-change notice says subscribers billed through a third party may receive notices from that provider. If your charge comes through an app store, mobile company, internet or pay-TV provider, or bundle partner, check its subscription page and renewal terms rather than assuming the direct-billing date or price applies to your account.
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What HBO Max costs in the U.S. now
As of August 18, 2026, HBO Max lists the following U.S. prices. They exclude applicable taxes. The table reflects standard plan prices, not a temporary promotion or a provider-specific bundle.
| Plan | Monthly | Annual | Video and streams | Downloads |
|---|---|---|---|---|
| Basic with Ads | $10.99 | $109.99 | Full HD; 2 simultaneous streams | Not stated on the current plan summary |
| Standard | $18.49 | $184.99 | Full HD; 2 simultaneous streams | Up to 30 |
| Premium | $22.99 | $229.99 | 4K UHD; 4 simultaneous streams | Up to 100 |
HBO Max describes annual billing as approximately 16% savings versus paying the listed monthly price for 12 months. Based on those list prices, before tax, the arithmetic is:
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- Basic with Ads: $131.88 for 12 monthly payments versus $109.99 annually, a nominal $21.89 difference.
- Standard: $221.88 monthly over a year versus $184.99 annually, a nominal $36.89 difference.
- Premium: $275.88 monthly over a year versus $229.99 annually, a nominal $45.89 difference.
These are calculations from the listed rates, not promotional prices. Annual billing commits more money upfront; it is less suitable if you subscribe only for a particular show or expect to cancel during the year. Check the current HBO Max plan and pricing page for plan terms and feature details.
How to choose a plan without overpaying
Basic with Ads
Choose it if the lowest listed monthly price matters most and you are comfortable with ads and the plan’s feature limits. It is not simply the same experience as a higher tier at a lower price: advertising and the available features affect the comparison.
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- Breathtaking picture quality: Stunningly sharp 4K picture brings out rich detail in your entertainment with four times the resolution of HD. Watch as colors pop off your screen and enjoy lifelike clarity with Dolby Vision and HDR10+.
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Standard
Standard is the middle option for viewers who want Full HD and downloads but do not need 4K or four simultaneous streams. It supports two concurrent streams and up to 30 downloads.
Premium
Premium is most relevant to households that need four simultaneous streams or can use 4K UHD. A 4K-capable display, compatible device and connection, and a title available in 4K are needed to benefit from that feature. If you watch alone on an HD screen, the added capabilities may not justify the higher rate.
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Student pricing
Eligible U.S. students age 18 or older can get Basic with Ads for $5.49 a month for up to 12 months, subject to verification through UNiDAYS. This is an eligibility-based offer, not the standard Basic price, and it does not provide the higher-tier features.
Monthly or annual?
Compare the annual commitment with how long you actually expect to watch. Annual billing has a lower nominal cost across a full 12 months, but monthly billing gives you more flexibility to cancel when a show ends or the catalog no longer fits your needs. Promotions, student offers, bundles, and legacy plans can also change what an individual subscriber pays; compare the renewal amount with the standard rate rather than treating a temporary discount as permanent.
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- Essential 4K streaming – Get everything you need to stream in brilliant 4K Ultra HD with High Dynamic Range 10+ (HDR10+).
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Is another price increase confirmed?
No specific additional increase is confirmed in the cited public sources. Warner Bros. Discovery’s February 2026 shareholder letter said the company expected the full-year benefit of the 2025 U.S. increases during 2026. It also described subscriber-related revenue growth as depending on pricing, ad-supported subscriptions, content, international expansion, and product improvements. The letter does not set another increase’s amount or date, or say whether any future change would affect every plan equally. Read the WBD shareholder letter.
WBD’s business rationale is that recognizable programming, content investment, and product development can support subscriber and revenue growth. That is management’s argument about the service’s value, not proof that every subscriber gets more value from a higher bill. For a household, the practical test is whether it watches enough of the catalog, uses the plan’s video and stream limits, and accepts the ad load and account rules.
Password sharing: what subscribers can verify
Zaslav’s 2025 comments also pointed toward tighter action on password sharing, but they did not establish a universal enforcement schedule. HBO Max support materials reference an Extra Member Add-On in connection with billing and unexpected charges. That reference alone does not establish eligibility, availability, price, or enforcement for every U.S. account. HBO Max’s Extra Member Add-On support page is a starting point; check the terms shown for your account before assuming another household member can share access without an added charge.
What you are paying for beyond HBO
HBO Max describes its catalog as broader than HBO’s original programming. It includes Max Originals, selected Warner Bros. films and series, DC, Cartoon Network, Turner Library, Looney Tunes, Adult Swim, and selected programming from Discovery-related brands such as HGTV, Food Network, TLC, ID, Magnolia, and Discovery. The official plan page describes the service and its tiers.
That breadth may matter if your household watches several of those brands; it may not if you subscribe for one series. Before paying for a full year, consider the specific shows you watch, whether their availability may change, and whether a monthly subscription for the period you want is a better fit. A bundle with Disney+ and Hulu is also referenced in HBO Max support material, but its current U.S. price and exact plan versions are not established here; compare the live terms only if you would use all three services.
Quick Recap
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.
