Another week, another streaming service asking for more. This time it’s HBO Max, which just announced its third consecutive price hike and this one affects every plan.
The new pricing takes effect today for new customers and on November 20th for existing subscribers.
The New Prices:
- Basic with Ads: $10.99/month (+$1) or $109.99/year
- Ad-Free: $18.49/month (+$1.50) or $184.99/year
- Premium (4K): $22.99/month (+$2) or $229.99/year
- Disney+ / Hulu / HBO Max Bundle: $19.99 with ads (+$3) or $32.99 mostly ad-free
The move follows CEO David Zaslav’s recent comment that HBO Max was still “way underpriced.” Speaking at the Goldman Sachs Communacopia and Technology Conference, Zaslav said that “the fact that this is quality, across motion picture, TV production, and streaming, gives us a chance to raise price.”
It’s an interesting statement from a company that only months ago reversed one of the most confusing branding decisions in streaming history, dropping Max to bring HBO back. The re-re-branding may have restored some prestige, but it’s also a reminder that HBO is once again betting on quality as a differentiator, and using it to justify a “prestige tax.”
The Bigger Picture
HBO Max joins Netflix, Disney+, and Apple TV+ in the latest wave of price increases, signaling the end of the “cheap streaming” era. As subscription costs rise across the board, so does consumer fatigue. Viewers are beginning to treat their subscriptions like a revolving door: sign up, binge, cancel, repeat.
There’s a broader story here about the re-premiumization of culture. What started as a movement toward accessibility, all-you-can-watch entertainment at a flat rate, has shifted back to exclusivity and gated access. Prestige is once again something you pay for.
For HBO Max, that might make sense. For audiences juggling half a dozen streaming services, it might be the moment they finally hit “cancel.”