Jennifer Coolidge of ‘White Lotus’ on streaming service HBO Max.
Photo:
HBO
Warner Bros. Discovery Inc.
WBD 4.40%
is raising the monthly price for the ad-free tier of its HBO Max streaming service, a move that comes ahead of the expected merger of the HBO Max platform with the company’s other streaming service, Discovery+.
The price for the ad-free tier of the app in the U.S. will rise almost 7%, from $14.99 a month to $15.99 a month, the company said. Warner Bros. didn’t say whether the price of the annual subscription will change. It currently stands at $149.99 a year.
The company charges $9.99 a month or $99.99 a year for the ad-supported version of the app.
Warner Bros. said the price increase will allow it to invest in creating more original programming for the app.
It is the first time HBO Max has raised its price since its launch in May 2020, the company said.
The move comes as investors place more scrutiny on the profitability of streaming services and the cost it takes to build out libraries of content. Warner Bros. has faced mounting restructuring charges after the combination of Discovery Inc. and
AT&T Inc.’s
T 0.46%
WarnerMedia unit.
Write to Will Feuer at [email protected]
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