Streaming service Max has announced another price increase in the US, with the standard ad-free plan going up to $17/month and the premium (4K) ad-free plan rising to $21/month.
The price increase takes effect immediately for new subscribers, while existing subscribers will see the new rates applied starting from their first billing cycle after July 4th, according to the company.
This is the second price hike in 17 months after the increase in January 2023 when HBO Max first raised its prices.
The ad-supported plan will remain at $10/month or $100/year. The ad-free plan will increase from $16 to $17/month or from $150 to $170/year. The premium ad-free plan will rise from $20 to $21/month or from $200 to $210/year.
Max's pricing will remain unchanged in Europe, where it launched last month.
4K remains a premium feature
Despite the price increase, 4K, HDR10, Dolby Vision and Dolby Atmos are still reserved for the premium ad-free plan.
This was not the case when HBO Max was available but with the relaunch of Max, Warner Bros Discovery has adopted a strategy similar to Netflix's.
Max is not the only streaming service to raise prices. Regular price increases are also being seen these years from Disney+, Netflix, and other streaming services.
