WBD Ups HBO Max Prices In Europe Ahead Of Max Transition
- by Karlene Lukovitz @KLmarketdaily, June 14, 2023
Leading up to a planned transition to the Max brand in Europe early next year, Warner Bros. Discovery has raised the price of the existing HBO Max service for the first time in the Nordics, Iberia and Bulgaria.
The monthly fee will rise by €1 in Spain and Finland and in Portugal, to €9.99 and €7.99, respectively. In Bulgaria, the price will increase from €4.99 to €6.99; in Norway from 89 NOK (€7.76) to 99 NOK; in Sweden from 89 SEK (€7.69) to 99 SEK; and in Denmark from 79 DKK (€10.60) to 89 DKK.
Existing subscribers will see their monthly rate increase effective in their next billing cycle after July 13.
WBD cited higher content creation and product development costs for the price hikes.The company also hiked the price of HBO Max’s ad-free tier in the U.S. (by $1, to $15.99) in February 2023, before it transitioned the service to Max in May, and has said that it plans to raise prices going forward to better reflect the service's value.
