Warner Bros. Discovery’s Max is considering a price increase for its streaming service.
Zaslav thinks it’s okay to raise prices if they can provide more valuable shows and movies on Max.
He said that when they raised prices before, it didn’t really hurt their business. Actually, he thinks prices for top-quality content have gone down lately, so they might adjust the prices.
In Zaslav’s own words:
“When we increased the price, the loss to us has been very minimal,” Zaslav said about previous increases. He said that he believes the price for premium content has actually come down, and that he sees “more meaningful opportunities to move on price.”
However, to make Max better, Warner Bros Discovery is changing its look and adding more Discovery shows to it. Max doesn’t have as many subscribers as Netflix or Disney+, but it’s still important for the company.
A while back, Max added three new price options.
The $9.99 plan with ads stayed the same, but the $15.99 ad-free plan lost some features. They put those features in the $19.99 plan, so some people had to pay more.
According to reports, including one from Bloomberg, Max might show live sports for free for a little while, and then they might make it more expensive.
Zaslav didn’t say exactly what they’re doing with sports, but he promised to tell more soon.