HBO Max might be about to make a bold move that could upset some viewers. Warner Bros. Discovery’s CEO, David Zaslav, recently said the streaming service is “way underpriced” and that there’s room to raise prices. That’s a surprising stance, especially since many people are already unhappy with rising streaming costs.

Zaslav made his comments during a conference in San Francisco. He pointed out that HBO Max offers high-quality content across movies, TV shows, and streaming features. Because of that, he believes the service can charge more. Right now, HBO Max starts at $10 a month with ads, $17 without ads, and $21 for no ads plus premium options like 4K and Dolby Atmos. The platform has raised prices a couple of times since launching as Max in May 2023. The most recent increase was in June 2024, when the ad-free plan went from $16 to $17 a month.

He also mentioned that HBO Max plans to get stricter about password sharing. The service was supposed to start cracking down on multiple household logins in 2024 but has held off so far. Zaslav explained that WBD wants people to fall in love with HBO Max’s shows first, before raising prices. Once viewers are hooked, they might be willing to pay more for the content they love.

He also recalled that ten years ago, Americans paid about $55 a month for TV content. Back then, TV and cable costs were higher, but viewers got less content and lower quality overall. Zaslav argues that today’s streaming services provide a lot more content and higher quality, yet many users are paying less. He sees this as an opportunity for HBO Max to increase its prices over time.

However, not everyone agrees that streaming quality is improving. A recent report from TiVo shows that fewer people now think their streaming services have good quality. And a study from Hub Entertainment Research highlights that price remains the most important factor for consumers when choosing a TV service. People are already feeling stretched, especially as many feel they’ve seen most of what mainstream platforms offer.

Meanwhile, niche streaming services are gaining popularity. Companies like Antenna report that subscriptions to specialized platforms increased by 12% in 2025, with a 22% jump in the first half of 2024. This suggests viewers are growing bored with the libraries of big streaming services or are looking for more unique content.

While HBO Max’s parent company, Warner Bros. Discovery, has been profitable—posting a $293 million profit from its streaming division—it’s still behind giants like Netflix, which made nearly $3.8 billion in operating income last quarter. Still, raising prices is risky. Customers already have plenty of options, including free services, so HBO Max will need to do more than just claim its quality justifies a higher price.

In the end, Zaslav’s comments reveal a belief that HBO Max’s content quality gives it room to grow revenue. But whether viewers will accept higher prices remains to be seen, especially as many already feel they’re paying too much for streaming. The coming months will show if HBO Max can increase its value without losing subscribers in the process.

Inspired by

• https://arstechnica.com/gadgets/2025/09/hbo-max-is-way-underpriced-warner-bros-discovery-ceo-says/

Sources

• conde.digital
• cnevids.com
• cbsnews.com
• hollywoodreporter.com
• variety.com