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2d ago

Zaslav Says HBO Max Is 'Way Underpriced,' Maps Out Price Rises and a Phased Password Crackdown

Zaslav presents HBO Max as a premium product, telegraphing gradual price increases alongside a measured push on paid sharing to limit churn.

HBO Max WarnerMedia Investor Day Presentation
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Overview

  • Speaking at Goldman Sachs' Communacopia + Technology conference, the Warner Bros. Discovery CEO said prices will go up over time because the service is underpriced.
  • HBO Max currently ranges from $9.99 per month with ads to $20.99 for the premium ad‑free tier, following earlier increases in 2024.
  • WBD has not aggressively enforced password sharing to date, with Zaslav saying the company will begin to push on it in stages after previously signaling tougher paid‑sharing measures starting in September.
  • The company is targeting roughly 150 million streaming subscribers by the end of 2026, with streaming profitability guided to exceed $1.3 billion in 2025.
  • A planned split into two companies remains on track for April 2026, with Zaslav set to lead the studios and streaming business and CFO Gunnar Wiedenfels to helm the networks entity.