Warner Bros. Discovery announced that starting this week, the price of the direct monthly subscription to HBO Max will increase by €1 per month in Scandinavia and Spain and by €2 in Bulgaria and Portugal. Existing Direct and App Store subscribers will be notified and will see their monthly fee increase, which will take effect on their next billing cycle after July 13.

"This subscription increase is a reflection of higher content creation and product development costs and will allow us to continue to invest in the quality content and product experience we strive to provide our customers," Warner Bros. Discovery commented.

All current HBO Max direct subscribers will receive a notification of the change to their monthly fee to the email address they registered with on the day the change is announced. Users through the Apple store will see the change reflected automatically in their accounts on the same day.

The company pointed out that the value of the direct monthly subscription for HBO Max in Bulgaria continues to be lower than the standard plans of Disney+ and Netflix in the country and, in contrast, offers fully localized content with subtitles in Bulgarian and dubbing of children's content on the platform. The price of the direct monthly subscription of HBO Max in the country changes from 4.99 euros to 6.99 euros, while the standard monthly direct subscription of the other two streaming services paid by users in Bulgaria is currently 7.99 euros.

In March 2022, HBO Max replaced the previously functioning HBO GO platform in Europe and in Bulgaria. Next year, HBO Max will be replaced by the new Max streaming platform which offers content from all WBD brands. There is no word yet on how much Max will cost, but the company promises to share more information before the launch of the new service.

Users who took advantage of the HBO Max lifetime discount promotion will continue to enjoy the 33% discount, but it will be applied to the new monthly price. There is no change in the price of annual plans, which provide 12 months for the price of 8. As for customers who subscribe through telecom operators, the company points out that third-party wholesalers have the freedom to set their own prices.