HBO Max Cuts Sub Price in Half to Offset Amazon Prime Channels Exit
September 17, 2021
HBO Max has quietly cut its $14.99 monthly subscription fee in half to try to offset the service’s departure from Amazon Prime Channels — the latter platform affording Prime members access to third-party streaming services.
The limited-time $7.49 Max subscription fee is for all HBO subs — new and old — and available through Sept. 26, according to WarnerMedia. The temporary price cut makes Max less expensive than Prime Video and Netflix priced at $8.99 each.
Max’s exit — spearheaded in part by WarnerMedia’s desire to secure subscribers directly and not pay Amazon a fee — is projected to cost the property as many as 5 million subscribers.
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Max, which recently launched in Latin America, is slated to bow service in Eastern Europe in October. WarnerMedia recently lifted its sub projections for HBO and HBO Max to a combined 73 million from previous estimates of 67 million to 70 million.