AT&T’s WarnerMedia is cutting the price of HBO Max by 20% to those who sign up directly for the subscription streaming service before its May 27 launch.
The $11.99-a-month price is good for a year and represents a $3-a-month break from the regular $14.99 price of the streaming service.
Notably, it’s a dollar less than the $12.99-a-month price of Netflix’s most popular tier.
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Even with the discount, WarnerMedia will net more revenue through these direct-billed customer relationships than it will via partnerships with companies like Apple, Google and Amazon, which typically take 30% off the top when apps like HBO Max are transacted in their ecosystems.
WarnerMedia currently charges subscribers to its legacy HBO Now service $11.99 a month. Those HBO Now customers will receive HBO Max at no price difference once the service debuts. Likewise, those who subscribe to HBO via AT&T pay TV services will also get the new streaming platform at no additional charge.