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HBO Max subscribers are paying more than they were when Warner Bros. Discovery CEO David Zaslav spoke in September 2025, but he did not announce a specific future price, effective date, or tier structure at that conference. As of August 18, 2026, the official U.S. prices are $10.99, $18.49, and $22.99 per month, depending on the plan. Account sharing is handled through an Extra Member Add-On in eligible arrangements rather than an across-the-board ban.
What David Zaslav actually said
Zaslav made the remarks at the Goldman Sachs Communacopia + Technology Conference in September 2025. He argued that HBO Max was “way underpriced” relative to the quality of HBO and Warner Bros. Discovery’s broader programming, and said the company had room to charge more. He also said Warner Bros. Discovery had not yet fully pursued the economics of password sharing but intended to do so.
Those were strategic comments, not a formal price announcement. Zaslav did not name a dollar amount, launch date, or guarantee that every tier would change at the same time. The contemporary report is available from TechCrunch.
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The official U.S. help page lists the following direct-billed prices as of August 18, 2026. Taxes are extra, and a subscription purchased through another company can have different billing terms.
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| Plan | Monthly price now | Annual price | Price reported in Sept. 2025 | What you get |
|---|---|---|---|---|
| Basic with Ads | $10.99 | $109.99 | $9.99/month | Two simultaneous streams; Full HD 1080p; advertising |
| Standard | $18.49 | $184.99 | $16.99/month | Two streams; Full HD 1080p; 30 downloads; selected live sports |
| Premium | $22.99 | $229.99 | $20.99/month | Four streams; 4K Ultra HD and Dolby Atmos where available; 100 downloads; selected live sports |
Compared with the prices in the September 2025 coverage, the current monthly rates are $1 higher for Basic with Ads, $1.50 higher for Standard, and $2 higher for Premium. That comparison shows that the service costs more now; it does not prove that a particular increase was directly caused by Zaslav’s conference remarks.
HBO Max says the annual prices represent a 16% saving versus paying the monthly rate for 12 months. The effective monthly costs are about $9.17, $15.42, and $19.17 respectively, but annual billing requires paying upfront and may be a poor choice if you expect to cancel soon.
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- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku device with one remote. Use your voice to quickly search, play entertainment, and more.
- Shows on the go: Take your TV to-go when traveling—without needing to log into someone else’s device.
Premium’s four-stream allowance is not a promise of four simultaneous sports streams: the official plan information limits simultaneous sports viewing to two streams. “4K” and Dolby Atmos also depend on supported titles, devices, and equipment. The service lists selected live sports, not every event or league.
See the official HBO Max plan and pricing page for the current U.S. details.
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Password sharing: what changed?
The current plan information does not describe a universal password-sharing ban. Instead, Warner Bros. Discovery introduced an Extra Member Add-On in April 2025. The announcement priced it at $7.99 per month in the United States across eligible subscription tiers. It lets an account owner invite someone outside the household to use a separate standalone account under the same subscription arrangement.
Eligibility and management depend on who bills you. Direct WarnerMedia-billed customers may have different controls from subscribers billed by Apple, Amazon, Roku, a cable company, a wireless provider, or another distributor. Check the billing section of your account, then follow that provider’s instructions before changing, cancelling, or adding anything.
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- No more juggling remotes: Power up your TV, adjust the volume, and control your Roku Streaming Stick with the Roku remote
- Voice search & control: Quickly search, play entertainment, and control your streaming device with the voice remote
The add-on is therefore a paid sharing option, not evidence that every outside-household viewer must immediately buy a full second subscription. Warner Bros. Discovery has not published, in the cited material, a universal enforcement date or a single rule covering every distributor.
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- Choose Basic with Ads if the lowest direct price matters most and you can accept advertising, two streams, and no listed downloads.
- Choose Standard for ad-free viewing, downloads, and selected live sports without paying for Premium’s 4K features.
- Choose Premium if you have a 4K-capable home theater, compatible audio equipment, several regular viewers, or need more downloads. Its general stream limit is four, but sports are limited to two simultaneous streams.
- Consider annual billing if you expect to keep HBO Max for most or all of the next year and can afford the upfront charge. Compare the live checkout offer with the standard annual price, since promotions may be limited to new or returning customers.
- Consider Extra Member if one person outside your household needs legitimate access. Confirm that your billing provider supports it before assuming the $7.99 price applies to your account.
Check bundles before subscribing directly
Some households receive HBO Max through a Disney-related bundle, a wireless or television package, or a third-party channel store. A bundle can be cheaper when you already want its other services, but it can also cost more if HBO Max is the only part you use. Compare the total monthly price, advertising level, annual commitment, simultaneous streams, and cancellation rules—not just the HBO Max line item.
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Existing subscribers may also have grandfathered terms or promotional pricing. Cancelling and resubscribing can remove those terms and may make you ineligible for an offer aimed at new or returning customers. Identify the company that bills you before making a change.
What remains unknown
The cited evidence does not establish when another increase might occur, how large it would be, whether all tiers would rise equally, or whether account-sharing controls will be applied uniformly through every distributor. The current prices are confirmed retail prices, while Zaslav’s “underpriced” argument was a forward-looking statement about pricing strategy.
Bottom line
Zaslav’s warning has proved directionally accurate: HBO Max’s listed U.S. prices are now higher than those reported in September 2025. But the 2025 conference remarks were not a detailed price-hike announcement. For now, subscribers should use the official current price table, check who bills the account, and compare annual plans, bundles, and the $7.99 Extra Member option before deciding whether to switch or cancel.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
