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Max raised the price of both U.S. ad-free plans on June 4, 2024. Ad-Free increased to $16.99 per month or $169.99 per year, while Ultimate Ad-Free increased to $20.99 per month or $209.99 per year. New customers paid those rates immediately; existing customers generally saw them at the first billing cycle beginning on or after July 4, 2024.
Quick answer
| Plan | Before (monthly) | After (monthly) | Monthly increase | Before (annual) | After (annual) | Annual increase |
|---|---|---|---|---|---|---|
| Ad-Free | $15.99 | $16.99 | $1 (about 6.3%) | $149.99 | $169.99 | $20 (about 13.3%) |
| Ultimate Ad-Free | $19.99 | $20.99 | $1 (about 5%) | $199.99 | $209.99 | $10 (about 5%) |
The June 2024 announcement did not raise the With Ads tier. At that time, With Ads cost $9.99 monthly or $99.99 annually.
Max’s announced rates and independent reporting from Cord Cutters News describe the change as applying specifically to the two ad-free plans.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchWhen did subscribers pay the higher price?
- June 4, 2024: The higher prices applied immediately to new subscribers.
- July 4, 2024: Existing subscribers moved to the new rate on their first billing cycle beginning on or after this date.
Max said affected customers would receive notice at least 30 days before the increase reached their renewal. July 4 was not a universal charge date: your actual date depended on your renewal cycle. Customers billed through Apple, Google, Prime Video Channels, cable, broadband, mobile, or another distributor could receive the notice and charge through that provider instead. Check the billing entity on your receipt or account page before assuming the direct-Max schedule applies. Max’s billing guidance notes that providers can offer different prices, billing intervals, plan availability, and cancellation procedures.
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What each 2024 plan included
| 2024 tier | Video and audio | Streams | Downloads | Ads |
|---|---|---|---|---|
| With Ads | 1080p | Two simultaneous streams | None | Yes |
| Ad-Free | 1080p; 5.1 surround sound | Two simultaneous streams | 30 | No |
| Ultimate Ad-Free | Up to 4K UHD where available; Dolby Atmos where available | Four simultaneous streams | 100 | No |
The price announcement did not establish a matching feature upgrade. Ultimate Ad-Free remained the premium choice for households needing 4K, Dolby Atmos, four concurrent streams, or substantially more offline downloads. These feature distinctions are documented in Warner Bros. Discovery’s Max launch information and Max support materials.
How much did the increase change the value?
The monthly increase was modest, but the annual Ad-Free increase was proportionally larger. At the new 2024 rates:
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- Ad-Free annual billing worked out to about $14.17 per month, versus $16.99 when paid monthly.
- Ultimate Ad-Free annual billing worked out to about $17.50 per month, versus $20.99 monthly.
Annual billing therefore remained cheaper for someone confident they would keep Max for most of the year. Monthly billing made more sense for viewers subscribing around a particular series, such as a seasonal premiere, or anyone who wanted to cancel after one or two months. Annual plans require an upfront payment and are subject to the provider’s renewal terms; calculate the effective saving against the number of months you realistically expect to watch.
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Keep Ad-Free
Stay on Ad-Free if you want no commercials, offline downloads, two streams, and 1080p but do not need 4K or four simultaneous streams. Under the 2024 rates, that meant $16.99 monthly or $169.99 annually.
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- 𝗦𝗺𝗮𝗿𝘁 𝗗𝗩𝗗 𝗨𝗽-𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝘃𝗶𝗮 𝗛𝗗𝗠𝗜: Breathes new life into your standard DVDs by intelligently converting the signal to a high-quality 1080p output.
- 𝗔𝗹𝗹-𝗶𝗻-𝗢𝗻𝗲 𝗣𝗹𝗮𝘆𝗯𝗮𝗰𝗸 𝗖𝗼𝗺𝗽𝗮𝘁𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Handles Blu-rays, DVDs, CDs, and media files from a USB port—supporting video, photo, and music formats for all your entertainment.
- 𝗦𝘁𝘂𝗿𝗱𝘆, 𝗨𝘀𝗲𝗿-𝗙𝗿𝗶𝗲𝗻𝗱𝗹𝘆 𝗗𝗲𝘀𝗶𝗴𝗻: Features a reliable mechanism, anti-skip technology, and essential playback controls (fast-forward, zoom, A-B repeat) for a seamless viewing experience.
Keep Ultimate Ad-Free
Ultimate’s extra $4 per month (compared with Ad-Free) bought the higher stream limit, 4K availability, Dolby Atmos availability, and 100 downloads. It was most defensible for a 4K home-theater setup or a larger household sharing the account.
Downgrade to With Ads
With Ads cost $9.99 monthly or $99.99 annually in the 2024 comparison. The trade-off was advertising and no offline downloads, while retaining two streams and 1080p. Plan-change options depended on how you were billed.
Rank #4
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- ✅【Region Compatibility】Supports Region A Blu-ray discs and Region 1 DVDs for reliable everyday home entertainment.
Cancel
Cancel before the deadline shown by your billing provider if you only watch Max for occasional releases. Do not assume that canceling and later resubscribing preserves a legacy rate or promotion. Max’s support information says a plan change may require cancellation, expiration of the current subscription, and resubscription at the then-current price.
Consider the Disney+, Hulu, Max bundle
Warner Bros. Discovery announced a July 2024 bundle at $16.99 per month with ads or $29.99 without ads, advertising savings of up to 38% versus buying the services separately. “Up to” matters: the result depends on the plans being compared. The bundle can make sense for a household already paying for Disney+ and Hulu, but not for someone who mainly wants Max or would not use the other services. Confirm current price, contents, eligibility, and cancellation terms before subscribing.
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Why did Max raise the prices?
Warner Bros. Discovery announced the new rates without providing a detailed, specific explanation in the cited announcement. The increase arrived during a broader streaming-industry shift toward higher prices and profitability, as reported by Time and Light Reading. It also came shortly before the June 16, 2024 premiere of House of the Dragon season two. That timing may have increased Max’s leverage with fans, but it does not prove the show caused the increase.
Important exceptions
Grandfathered HBO Max plans, promotional discounts, mobile or broadband benefits, provider-sponsored access, and older annual subscriptions may not map neatly to the public plan names above. Verify the exact plan name, renewal date, and renewal price in your account. Third-party subscriptions can have different cancellation and refund rules.
What Max costs now
The figures above describe the June 2024 event, not current 2026 pricing. Max’s official U.S. notice records another increase taking effect for new customers on October 21, 2025, and for existing customers on their first billing cycle on or after November 20, 2025:
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| Current official tier structure | Monthly | Annual |
|---|---|---|
| Basic with Ads | $10.99 | $109.99 |
| Standard | $18.49 | $184.99 |
| Premium | $22.99 | $229.99 |
See Max’s official price-change notice for the current structure. Do not use the 2024 Ad-Free and Ultimate Ad-Free figures as a current signup quote.
The Bottom Line
The 2024 increase was $1 per month on each ad-free tier, but the annual Ad-Free plan rose by $20 and therefore took the biggest percentage hit. Keep the plan if you use its ad-free or premium features regularly; switch to ads, subscribe monthly around major releases, bundle only if you use Disney+ and Hulu, or cancel if the catalog no longer justifies the renewal. Your billing provider and account history ultimately determine the exact price and date.
Quick Recap
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.
