Warner Bros. Discovery unveiled its refreshed streaming service named ‘Max’ earlier today. Combining programming from both the original HBO Max streaming service and Discovery+ service, it launches May 23rd.
The service comes with a three-tiered pricing structure – $9.99 per month ($99.99/year) for the ad-supported tier, $15.99 a month ($149.99/year) for the ad-free tier, and $19.99 a month ($199.99/year) for the ad-free tier with 4K UHD and Dolby Atmos.
Max will reportedly feature personalized recommendations across platforms for users after they finish watching a TV show or film. App and video start times are also expected to be 20 to 30% faster depending on the device – addressing a major complaint about the HBO Max service with its long load times.
Existing HBO Max subscribers will maintain their access to the rebranded Max at the same price, with profiles, watch history and other viewer settings porting over to Max.
The launch of Max will not impact Discovery+ subscribers, though they will be given the opportunity to upgrade their subscriptions to Max. Discovery+ will remain a standalone service.
The launch comes a year after WarnerMedia and Discovery completed its $43 billion merger. The removal of the HBO branding aims to appeal to a broader audience who wouldn’t buy in previously due to the ‘high-brow reputation’ and higher price point of HBO.
Unfortunately, the market doesn’t think much of these plans as stock in Warner Bros Discovery slid on Wednesday after the unveiling, with shares falling by just under 6%.
