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Short answer: Max did raise prices for its two U.S. ad-free plans, but the increase began on June 4, 2024—not August 16, 2026. New subscribers paid the higher rate immediately; most existing direct-billed subscribers moved to it at their first renewal on or after July 4, 2024. The With Ads plan was not part of that increase.
The June 2024 price increase
Warner Bros. Discovery raised the prices of both ad-free Max tiers in the United States. The company said the change supported continued investment in programming. Contemporary coverage also placed it amid a wider wave of streaming price increases, shortly before House of the Dragon‘s second season.
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| Plan (June 2024) | Before | After June 4, 2024 | Change |
|---|---|---|---|
| Ad-Free monthly | $15.99 | $16.99/month | +$1/month |
| Ad-Free annual | $149.99 | $169.99/year | +$20/year |
| Ultimate Ad-Free monthly | $19.99 | $20.99/month | +$1/month |
| Ultimate Ad-Free annual | $199.99 | $209.99/year | +$10/year |
| With Ads | $9.99/month or $99.99/year | Unchanged | None |
Contemporary reporting and Max’s help information document the change. It was a U.S.-specific announcement; prices and plan names elsewhere can differ.
When did subscribers pay the new rate?
- New subscribers: The higher price applied when they signed up on June 4, 2024 or later.
- Existing direct subscribers: Max gave advance notice and generally charged the new rate on the next billing cycle beginning on or after July 4, 2024. Annual customers ordinarily kept their old price until renewal.
- Third-party subscribers: People billed through Apple, Google Play, Amazon, Roku, Samsung, cable companies, wireless carriers, Prime Video Channels or another distributor could receive a separate notice and have a different effective date or cancellation path. Check the biller’s account page rather than assuming Max’s direct-billing schedule.
What the 2024 tiers included
The price change did not, by itself, announce a new headline benefit structure. The 2024 Ad-Free tier included two simultaneous streams, Full HD (1080p) playback and up to 30 downloads. Ultimate Ad-Free allowed four streams, up to 4K UHD, Dolby Atmos where available and up to 100 downloads. Availability could depend on the title, device and region.
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Do not automatically equate 2024’s “Ultimate Ad-Free” with the later “Premium” plan: Max subsequently changed both its branding and its tier structure.
Annual billing: the real 2024 math
At the post-increase rates, Ad-Free annual billing averaged about $14.17 per month ($169.99 divided by 12). Twelve monthly payments would have totaled $203.88, so annual billing saved $33.89 before tax.
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Ultimate Ad-Free annual billing averaged about $17.50 per month. Twelve monthly payments would have totaled $251.88, making the annual option $41.89 cheaper before tax. Those calculations apply only to the 2024 prices, not today’s HBO Max rates.
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- Keep ad-free: Best if uninterrupted viewing, downloads, higher resolution or more simultaneous streams matter to your household.
- Downgrade to ads: The 2024 With Ads plan cost $9.99 monthly or $99.99 annually, but included commercial interruptions and different feature limits. Max noted that some subscribers may need to cancel and wait for the current period to end before resubscribing on another plan; provider-billed accounts can work differently.
- Pay annually: Sensible when you expect to watch for most of the year. It is less attractive for seasonal viewing or frequent promotional switching.
- Rotate subscriptions: Subscribe around a specific series or event, then cancel. Cancellation commonly leaves access active through the paid period, but the exact treatment depends on the billing provider.
- Consider a bundle: The Disney+, Hulu and Max bundle launched July 25, 2024 at $16.99 monthly with ads and $29.99 without ads, advertised as savings of up to 38% versus separate services at then-current prices. It makes sense mainly for households that already want all three; verify current checkout pricing and which Max tier is included.
What HBO Max costs now
The service later returned to the HBO Max name and raised U.S. direct-billed prices again for new subscribers on October 21, 2025. Existing subscribers moved to the new rates at their first billing cycle on or after November 20, 2025. The current official help listing shows:
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| Current plan | Monthly | Annual |
|---|---|---|
| Basic with Ads | $10.99 | $109.99 |
| Standard (ad-free) | $18.49 | $184.99 |
| Premium (ad-free) | $22.99 | $229.99 |
See HBO Max’s official pricing information for the latest listing. Taxes, promotions, legacy arrangements and provider billing can change the amount you actually pay. International prices are not interchangeable with these U.S. figures.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.The practical takeaway
The headline was historically correct but easy to misread. Max’s ad-free plans rose on June 4, 2024, with existing direct subscribers generally seeing the increase at renewal after July 4. The ad-supported tier was excluded, and the annual Ad-Free increase was $20 rather than simply twelve extra dollars. For a decision today, use the current HBO Max prices, identify who bills your account, and compare the cost with your actual viewing months and any bundle you would otherwise buy.
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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.
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