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HBO Max is “way underpriced,” Warner Bros. Discovery CEO says
Warner Bros. Discovery CEO David Zaslav plans gradual price hikes for HBO Max to enhance profitability, aiming to exceed $1.3 billion in 2025 amid strong content and competitive streaming market.
- On September 10, 2025, Warner Bros. Discovery CEO David Zaslav indicated during a major industry conference that HBO Max is significantly undervalued, signaling plans to increase subscription fees and more strictly enforce password sharing policies.
- This announcement follows HBO Max's most recent price increase in 2024 and the company's stated goal to close password-sharing loopholes by the end of that year to improve revenue and control access.
- Zaslav emphasized HBO Max’s content quality across motion pictures, TV production, and streaming services as justification for higher pricing, while acknowledging the challenge of encouraging users to 'fall in love' with the platform before implementing stricter sharing restrictions.
- The Basic with Ads plan currently costs $9.99 monthly and the ad-free Premium plan $20.99, with WBD's streaming business recently turning a $293 million profit despite a 23% drop in streaming spend in 2024 compared to 2023.
- These measures suggest WBD aims to increase HBO Max’s profitability and market competitiveness over time amid a crowded streaming landscape with normalized price hikes and password crackdowns across providers.
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Total News Sources12
Leaning Left3Leaning Right0Center4Last UpdatedBias Distribution57% Center
Bias Distribution
- 57% of the sources are Center
57% Center
L 43%
C 57%
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