HBO Max is going to get more expensive, Warner Bros. Discovery CEO says

In a recent statement, Warner Bros. Discovery's CEO David Zaslav revealed plans to increase subscription costs for HBO Max. This announcement, first detailed by The Hollywood Reporter, came during his address at the Goldman Sachs Communacopia + Technology Conference. Zaslav emphasized the streaming service's commitment to quality across all its offerings, stating, "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 price. We think we’re way underpriced." In addition to the upcoming price increase, Zaslav mentioned an impending crackdown on password sharing. He noted, "We haven’t been pushing on the password sharing and the economics yet. People are really starting to love HBO Max. That’s the key. We want them to fall in love with our content, with our series, with the differentiated offering outside of the U.S. It’s all tricky with the password sharing. We’re going to begin to push on that." Currently, HBO Max's subscription plans are priced as follows: the Basic with Ads plan at $9.99 per month, the Standard plan at $16.99 per month, and the Premium plan at $20.99 per month.