HBO Max to Raise Prices & Crack Down on Password Sharing

It appears as though a price hike is on the horizon for HBO Max users as Warner Bros. Discovery CEO David Zaslav announced at the Goldman Sachs Communacopia + Technology Conference.

There are also plans to introduce a crackdown on password sharing to entice more subscription purchases which we have seen with other popular platforms including Netflix.

Zaslav said that confusion in the streaming market has been an advantage for HBO Max, as viewers gravitate toward trusted services with strong content libraries. This, he argued, is what sets his company apart from competitors.

Price Increases on the Horizon

Subscribers should prepare for another bump in cost. Zaslav said HBO Max remains “way underpriced” compared to its value across streaming, motion pictures, and television production. The service currently offers two main tiers:

The most recent adjustment came in 2024, but Zaslav indicated further hikes are on the way:

The fact that this is quality — across our company, motion picture, TV production and streaming — we think that gives us a chance to raise price”

While no specific dates were provided, it’s clear Warner Bros. Discovery intends to squeeze more revenue from HBO Max as part of its long-term strategy.

Password Sharing Crackdown to Begin

Like Netflix before it, HBO Max is also preparing to limit password sharing. Zaslav admitted the company has been slow to act but confirmed a crackdown is coming.

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.

Reports from an August earnings call suggest Warner Bros. Discovery plans to implement these changes by the end of the year. Subscribers who split accounts across households could soon face restrictions or additional fees.

This move mirrors broader trends across the streaming industry, where platforms are tightening account access in order to capture more revenue.

Corporate Restructuring Ahead

Beyond streaming, Warner Bros. Discovery is undergoing a major corporate shift. By April 2026, the company will split into two entities:

• Warner Bros.: Led by Zaslav, covering film and TV studios, HBO, HBO Max, DC Studios, and Turner Classic Movies.

• Discovery: Led by current CFO Gunnar Wiedenfels, which will include linear networks such as TNT, TBS, CNN, HGTV, Food Network, and Discovery+, along with international TV channels.

This restructuring hands Wiedenfels the bulk of Warner Bros. Discovery’s debt, while Zaslav retains control of the flagship content businesses.

Final Thoughts

Raising prices and restricting password sharing could generate higher profits but also risks alienating subscribers already frustrated with rising costs. The competitive streaming market leaves little room for error. Viewers weighing the value of multiple subscriptions may reconsider which services they keep.

Whether subscribers will agree with paying more for fewer account privileges remains the big question. For now, one thing is certain: change is coming to HBO Max, and viewers should expect to feel it in both their wallets and their login screens.

We want to know what you think of HBO Max’s price increase and crackdown on password sharing. Let us know in the comments below!

This article was originally published by The Hollywood Reporter.

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