Someone might want to tell David Zaslav to read the room. Despite people’s ongoing frustration with the rising prices of streaming services—and just about everything else—the CEO of Warner Bros. Discovery (WBD) thinks that there is reason for HBO Max to charge more.
Zaslav shared his sentiments while speaking at the Goldman Sachs Cornucopia + Technology conference today in San Francisco. The Hollywood Reporter quoted Zaslav as saying:
The fact that this is quality—and that’s true across our company, motion picture, TV production [and] streaming quality—we all … think that gives us a chance to raise price. We think we’re way underpriced.
Today, HBO Max starts at $10 per month with ads, $17/month for no ads, and $21/month for no ads and premium features (4K streaming, Dolby Atmos, and the ability to stream from more devices simultaneously and perform more downloads). The streaming platform has raised prices twice since launching (as Max) in May 2023. In June 2024, the Standard, ad-free plan went from $16/month to $17/month, and annual subscription fees went up by $20 or $10, depending on the plan. Subscription fees also increased in January 2023.
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