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Max Increases Prices for Ad-Free Plans
Warner Bros. Discovery has announced a price hike for all ad-free plans on its streaming platform Max, which is effective immediately. This move comes just days before the highly anticipated premiere of the second season of “House of the Dragon,” the prequel to the hit series “Game of Thrones.”
Price Changes
According to a release shared with Quartz, the monthly cost of Max’s ad-free plan will rise by $1 to $16.99. The annual ad-free plan will increase by $20 to $169.99, while the ultimate ad-free plan, allowing streaming on four devices simultaneously, will see a $10 yearly increase, totaling $209.99. However, the prices for the ad-supported plans will remain unchanged.
Impact on Subscribers
The price adjustments will affect new customers immediately and will reflect on existing subscribers’ bills starting on or after July 4, depending on their billing cycle. This change aligns Max with other streaming services that have recently raised their prices to boost revenue and achieve profitability.
Rising Streaming Costs Industry-Wide
Max is not alone in its decision to raise prices. In May, NBCUniversal’s streaming platform Peacock announced a $2 monthly increase for its ad-free and premium plans. Similarly, Spotify has also recently raised its prices. As the competition in the streaming industry intensifies, companies are exploring various strategies, including price hikes, ads, and bundling, to enhance their revenue streams.
Last month, Disney and Warner Bros. Discovery unveiled a bundle deal for their Disney+, Hulu, and Max services at a discounted rate. Amazon also joined the trend by introducing three new interactive ad formats on its Prime Video streaming service, showcasing the industry’s evolving landscape.
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