With the streaming wars at full swing, Warner Bros. has become the latest participant to adjust prices on one of its subscription services. The company announced on Wednesday that its ad-supported version of HBO Max,referred to as Max Go, will now cost $9.99 per month. This constitutes a 33 percent reduction from its original price of $14.99.
This move forms part of Warner Bros’s strategy to compete with other streaming behemoths, such as Netflix and Disney+, whose monthly subscription fees currently stand at around $8.99 and $6.99 respectively. The price change will also allow the company to attract a broader audience as it caters to those who would prefer to watch a few ads here and there in exchange for a cheaper subscription.
In order to potentially differentiate itself from other streaming services, HBO Max will also offer exclusive content such as the upcoming Justice League Snyder Cut film, and new releases – like Dune – that are premiering on the platform. The streaming service currently provides an extensive catalog containing several classic TV shows such as Friends, as well as original projects, such as The Flight Attendant and Lovecraft Country.
This isn’t the first time that Warner Bros. has adjusted prices. In February, the company increased HBO Max’s subscription fee to $14.99 per month, while in June, it had previously decreased the price of the service to encourage more people to sign up during the coronavirus pandemic.
It is unclear whether this price reduction will help HBO Max acquire more subscribers, but it does appear that the company is attempting to remain competitive in a streaming market that has become increasingly crowded with each new entrant. Whether this will be enough to give HBO Max an edge remains to be seen.