BURBANK, California: Warner Bros. Discovery said it is raising the price of its Max streaming service in the United States for the second time in less than 18 months, as media companies grapple with soaring content costs and slowing subscriber growth.

For new users starting immediately, the ad-supported Basic plan will increase by US$1 to $10.99 per month, while the Standard plan rises $1.50 to $18.49. The Premium tier, which offers higher video quality and additional simultaneous streams, jumps $2 to $22.99. The company said existing subscribers will see the new prices reflected from November 20.

The latest hike underscores a broader wave of price increases sweeping through the streaming industry as platforms look to shore up profitability. HBO Max last raised prices in June 2024, joining rivals Disney+, Apple TV+, and Netflix in adjusting subscription costs upward.

Warner Bros. Discovery's CEO David Zaslav has repeatedly argued that HBO Max offers "quality over quantity," justifying higher rates compared to mass-market competitors.

"We're not trying to be everything to everybody," Zaslav told investors at the Goldman Sachs Communacopia + Technology Conference last month. "And the fact that this is quality, across motion pictures, TV production, and streaming, gives us a chance to raise the price."

Long known for its prestige television slate, HBO Max streams critically acclaimed hits, including "Succession," "Game of Thrones," and its spinoffs, the Emmy-winning "The Pitt," and the DC Comics-based "Peacemaker."

Since merging with Discovery+ under the Max brand in 2023, the service has also embraced exclusive Warner Bros. film premieres and a broader content lineup.

Analysts say the latest increases reflect Warner Bros. Discovery's need to balance heavy investment in original programming and sports rights against lingering debt and tepid global streaming growth.

The move comes amid reports that Warner Bros. Discovery is considering potential buyers following unsolicited approaches from other media companies, signaling the latest shake-up in a consolidating entertainment landscape.

Streaming competitors have similarly turned to higher subscription prices, ad-supported tiers, and bundled offerings to counter rising production and licensing costs. Netflix recently raised U.S. prices on some plans, while Disney introduced a password-sharing crackdown and an expanded ad tier to boost margins.

Zaslav has emphasized that Warner Bros. Discovery remains focused on maximizing returns from its strongest assets — led by HBO, Warner Bros. Pictures, and CNN — even as competition tightens.

"We think Max is underpriced for what it offers," Zaslav said in September. "It's about the value of great storytelling."