LOS ANGELES – It doesn't matter what you call Warner Bros. Discovery's flagship streaming service , they are charging more for it.

The entertainment giant announced that beginning on Oct. 21, HBO Max prices will increase for new subscribers, while current customers will see the increase starting Nov. 20.

It is the second price increase for the service in the last 18 months and the third since 2023. Warner Bros. Discovery Chief Executive Officer David Zaslav told attendees at the Goldman Sachs Communacopia + Technology Conference in September that HBO Max is "underpriced."

"We're not trying to be everything to everybody. And the fact that this is quality, and that's true across our company, Motion Picture, TV production and streaming quality," Zaslav said. "We think that gives us a

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