HBO Max Price Increases Expected, Warns Warner Bros Discovery CEO

Streaming services are more crowded than ever, but Warner Bros Discovery CEO David Zaslav is confident that HBO Max has what it takes to stand out. Zaslav recently spoke at the Goldman Sachs Communacopia + Technology Conference and emphasized that HBO Max is priced below its value, hinting that subscription costs could increase in the future.

Zaslav acknowledged the challenges posed by the oversaturation of the streaming market, with viewers facing too many choices across the globe. However, he believes that HBO Max’s reputation for high-quality content and its expanding international presence position it as a frontrunner in the global streaming competition.

In the coming year, Zaslav anticipates HBO Max reaching over 150 million households worldwide. With this reach, the platform sees room for price adjustments, reflecting the value of its premium content offerings. Zaslav hinted at potential price hikes but assured investors that HBO Max will take a careful approach to implementing them.

Addressing the issue of password sharing, Zaslav noted that HBO Max hasn’t taken a strong stance on this practice yet. However, as the service gains more subscribers, the company plans to address this issue to protect the value of its content and unique offerings worldwide.

Warner Bros Discovery is undergoing significant changes, with plans to divide into two separate entities by April 2026. Zaslav will lead the Warner Bros side of the business, which will encompass divisions like Warner Bros film and TV, HBO, HBO Max, DC Studios, and TCM. Meanwhile, the newly created Discovery division, led by CFO Gunnar Wiedenfels, will include properties like CNN, TNT, TBS, Cartoon Network, HGTV, and Discovery+.

For HBO Max subscribers, these developments indicate that changes are on the horizon. While price hikes won’t happen overnight, the platform is gearing up for future increases, especially as it expands globally. Password sharing restrictions are also likely to be enforced, ensuring that subscribers value the premium content HBO Max offers. Warner Bros Discovery’s transformation represents a broader shift that could reshape the entertainment industry over the next few years.