In a bid to make its subscription streaming service more competitive in the increasingly crowded streaming market, Warner Bros. has announced it is dropping the price of its ad-supported subscription package, Max, from $9.99 to $7.99 per month.
The move comes as Warner Bros. struggles to match the aggressive pricing and content offerings of streaming giants like Netflix, Amazon Prime Video, Disney+, and Apple+.
Max currently offers a variety of Warner Bros. content, such as HBO, TNT and TBS shows, as well as several Warner Bros. movies. Warner Bros. is also rolling out original content specifically designed for the service, such as HBO’s Unpregnant and the supernatural drama Roar.
By reducing the price of its subscription, Warner Bros. is aiming to make the service more accessible to a wider audience and better compete for streaming subscribers during the company’s initial launch. The hope is that the lower cost of subscription will entice consumers to give Max a try and make them more likely to stick around in the long run.
However, it remains unclear whether the lower price will be enough to draw in the same streaming audiences as the other major streaming services. Warner Bros. also faces stiff competition from rival Netflix, who recently announced a decrease in subscription costs for its basic plan and a new flexible plan.
In the face of fierce competition, Warner Bros. is hoping that its lower price and exclusive content offerings will help it stand out in a saturated streaming market and give subscribers the incentive they need to choose Max.