The last time HBO Max subscribers got hit with a price hike, the service was still called “Max.” But following the recent switch back to HBO Max, the streamer’s boss sounds like he’s itching for a price increase.

“The fact that this is quality—and that’s true across our company, motion picture, TV production and streaming quality—we all think that gives us a chance to raise [the] price,” said Warner Bros. Discover CEO David Zaslav during a recent investor conference ( as per The Hollywood Reporter ). “We think we’re way underpriced. We’re going to take our time.”

When Zaslav says “we’re going to take our time,” I’d interpret that as maybe a month or two, not much more.

The last time HBO Max (we’ll just keep calling it that to cut down on confusion) raised prices was roughly 15 months

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