David Zaslav Sees Opportunity to Raise HBO Max Prices and Intensify Password Sharing Crackdown

David Zaslav, CEO of Warner Bros. Discovery, stated that the streaming service HBO Max deserves to raise its current subscription prices (Engadget, 2025). These statements came during the Goldman Sachs Communacopia+ conference (Comic Basics, 2025), where Zaslav affirmed that the high-quality and distinctive content offered by the platform, including movies, TV productions, and digital streaming, justifies a higher price.

Although HBO Max subscription prices are currently $9.99 per month for the ad-supported plan and $20.99 per month for the premium plan (Engadget, 2025), prices that are competitive with market rivals, Zaslav believes there is a "real opportunity" to increase these prices. He explained that the overall TV experience has become "bad for consumers," but the quality of HBO Max content gives the company the ability to raise prices (ScreenRant, 2025).

In a related context, Zaslav emphasized Max's plans to combat password sharing with a "more aggressive approach" starting in September (TheWrap, 2025). This approach includes sending specific messages requiring users to sign up for service access (Yahoo Finance, 2025). Warner Bros. Discovery aims to reach 150 million streaming subscribers by the end of 2026, while achieving profitability for this segment.

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