Warner Bros. Discovery CEO Says HBO Max is Underpriced Despite High Streaming Prices

Warner Bros. Discovery CEO David Zaslav believes HBO Max is "way underpriced" despite being more expensive than Disney+, Netflix, and Paramount+. He plans to raise prices as the platform aims to reach 150 million homes by 2026. Zaslav criticized other players in the sector and said there are "too many players in the market." Consumers may not agree with the price hike as surveys show they are already paying too much for streaming services.

Warner Bros. Discovery CEO David Zaslav has indicated that HBO Max is "way underpriced" and plans to raise prices in the future. This announcement was made during the Goldman Sachs Communacopia and Technology conference on September 10, 2025 HBO Max users warned of price hikes and password crackdowns as Warner Bros' CEO eyes ‘real opportunity’ to charge more^[1]. Zaslav's comments suggest that the streaming service, currently priced at $17.99 per month for its ad-free plan, is set to become more expensive.

Zaslav also mentioned that HBO Max is aiming to reach 150 million homes by 2026, which he believes will justify the price increase. The CEO cited the high quality of content produced by Warner Bros. Discovery as a reason for the potential price hike. He stated that "the fact that this is quality – and that’s true across our company, motion picture, TV production, and streaming quality – we all think that gives us a chance to raise prices" HBO Max users warned of price hikes and password crackdowns as Warner Bros' CEO eyes ‘real opportunity’ to charge more^[1].

In addition to the price increase, Zaslav has announced plans to ramp up HBO Max's password-sharing crackdown. This move is intended to generate more revenue by limiting the number of users who can access the service with a single subscription. Zaslav noted that "we’re going to begin to push on that," indicating stricter account restrictions similar to those implemented by Netflix and Disney+ HBO Max users warned of price hikes and password crackdowns as Warner Bros' CEO eyes ‘real opportunity’ to charge more^[1].

The potential price hike comes at a time when many streaming services have already raised their costs. In 2025 alone, Discovery+, Netflix, Fubo, Plex, Peacock, and Apple TV+ have all increased their prices in the US. This has led to user backlash and calls for cancellations. HBO Max currently sits at the higher end of the cost spectrum, with its ad-free rate just $1 less than Hulu's HBO Max users warned of price hikes and password crackdowns as Warner Bros' CEO eyes ‘real opportunity’ to charge more^[1].

While Zaslav believes that the quality of HBO Max's content justifies a price increase, some consumers may disagree. Surveys indicate that many are already paying too much for streaming services, and the prospect of further price hikes could lead to decreased subscription numbers. Additionally, the global rollout of HBO Max, which has reached close to 100 markets, may not provide the same level of content in all regions, potentially undermining Zaslav's argument for a price increase HBO Max users warned of price hikes and password crackdowns as Warner Bros' CEO eyes ‘real opportunity’ to charge more^[1].

In conclusion, Warner Bros. Discovery's plans to raise HBO Max's prices and tighten its password-sharing policies reflect a strategy to maximize revenue as the service expands globally. However, the success of these plans will depend on the quality of the content and the willingness of consumers to pay more for it.