The rise comes just when he is considering selling part of his business

Warner Bros. Discovery has once again touched one of the most sensitive keys in the entertainment market: the price of HBO Max. The company has announced in the United States a new increase that coincides with a stage of internal transformation, marked by the review of its divisions and conversations with potential buyers. The movement confirms that the period of low prices to attract subscribers is fading. Instead, the giants of the sector seek to consolidate their business, even at the cost of raising rates.

While new increases are announced in the United States, in Spain theirs is about to be applied. The adjustment was communicated at the end of September and will come into force this October 23with prices ranging from 6.99 euros per month in the basic plan with ads to 15.99 in the premium, and an annual option of 109 euros. It is the first rate review in quite some time and, according to the information available, there is no confirmation that it will be repeated in the immediate future.

In the United States, the increase is already effective. Starting this October 21, new HBO Max subscribers pay between one and two dollars more per month depending on their plan. The basic one with ads now costs $10.99, the standard one $18.49 and the premium one $22.99. Current monthly customers will see the increase reflected in their next bill, starting November 20, while annual customers will notice it when they renew. Warner Bros. Discovery has assured that everyone will receive at least 30 days’ notice.

A long anticipated move. In September, its CEO, David Zaslav, publicly acknowledged that the company saw room to charge more for its services. “We believe we are well below the price,” stated during a conference at Goldman Sachs. That idea sums up the moment the industry is experiencing: many platforms are seeking profitability after years of accelerated expansion.

For now, nothing indicates that HBO Max will raise prices again in Spain in the short term. The company has not communicated any additional adjustments beyond the one that comes into effect this October 23. In any case, it is advisable to be especially attentive to subscription renewals and promotions from this moment on.

On the verge of a large-scale transformation. The company has confirmed that it is moving forward with its plan to divide into two companies before 2026: one dedicated to streaming and content production, and another to the international television business. In recent months, the company has received interest from several firms and an offer from Paramount Skydance. According to its CEO, David Zaslav, the objective is “to identify the best way to value all the group’s assets.”

Images | HBO Max

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