Due to a recent rise in the cost of the ad-free tiers, Max subscribers of Warner Bros. Discovery (WBD) have voiced their disapproval. The intensity of public rage on Twitter is reflected in the popularity of the hashtag #CancelMax. Max increased the price of its ad-free membership plan for the US market as of June 4. For the following tiers, the modification results in a $1 rise overall:
1. Monthly Ad-Free: The $15.99 pricing has been increased to $16.99.
2. Annual Ad-Free: This tier saw a rise to $169.99 from $149.99
3. Ultimate No Ads: The monthly fee has increased to $20.99, and the yearly subscription now costs $209.99, $10 more than before.
Max Throws a Wrench in Binge-Watching: Ad-Free MAX Price Hike Inflames Fans
The price increase will be effective immediately for new subscribers. However, the existing Max users will get a 30-day notification before the price hike comes into action. This new pricing structure will be applied to their billing cycle on or after July 4th, 2024. As for yearly subscribers, the price change will only impact them upon their renewal date.
Fans have not taken the news in good terms. Some fans are even demanding at least a black Friday offer or an option to filter out certain Discovery contents from their feed. A few of the fans are even calling it a “sneaky move.”
Won’t be renewing when my year is up in December unless they do another black Friday offer.
u/UnderDeSea
If you’re going to make me pay more then give me an option to filter out the garbage Discovery content all over my home feed that I never signed up for in the first place
u/biIIyshakes
Well, isn’t that a sneaky move by Max! Hiking prices right before major releases? Classic! I guess they want to cash in on the hype. Smart move, Max, smart move.
u/Impossible_Term_127
https://x.com/screentime/status/1798000531744653813
Max Price Hike: Is There More to Stream For? Here’s What You Need to Know
Let’s look at the features provided by each Max tier under the new pricing:
1. With Ads ($9.99 per month), you can stream Full HD video on two devices simultaneously.
2. With Ad-Free ($16.99 per month, $169.99 per year) you can stream Full HD video on two devices and download 30 videos for offline viewing.
3. With Ultimate Ad-Free ($20.99/month, $209.99/year), you can stream on four devices, including 4K Ultra HD and Dolby Atmos (where available), and get 100 downloads for offline viewing (with restrictions).
Max Price Hike: Warner Bros. Discovery Explains Increase as Fans React
But why did WBD increase the prices? Well, it has two primary purposes for boosting the prices. They want to increase profitability and draw customers to upgrade to the ad-supported tier, still priced at $9.99 per month. This is consistent with WBD’s broader goal of maintaining profitability in the streaming business while continuing to invest.
The company also explained the price hike by citing the extensive material offered on Max. They have mentioned upcoming shows such as “House of the Dragon” Season 2, due on June 16, 2024, “The Penguin,” new seasons of prominent HBO shows, and live sports to justify the price hike. WBD claims that the additional funds will enable them to invest in various top-notch initiatives and enhance the user experience.
Will “#CancelMax” Gain Momentum?
Max is currently facing a hurdle in regaining user trust. Transparency regarding the price increase’s justification and plans to improve the user experience is critical. However, the continued rage could result in subscription loss, requiring reconsidering Max’s pricing policy. Disgruntled users now have countless options, thanks to the competitive streaming landscape.
Source: Variety
