Just a little more than a month after the top exec for HBO Max mused that the service is “way underpriced,” the streamer is following through with a price hike for each of its three tiers.

Starting today for new subscribers, the price of HBO Max Premium will go up to $22.99, a $2-a-month increase, while the annual rate for Premium will rise to $229.99, up $20 a year. The step-down HBO Max Standard plan is also getting a price hike to $18.49 a month, up $1.50/month, with the annual Standard price going up to $184.99, a $15 annual increase. Finally, HBO Max Basic with Ads is now $10.99, up a dollar a month, while the annual rate for that plan is getting hiked to $109.99 a year, up $10 annually.

Existing HBO Max monthly subscribers will see the price increases take effect on their next bill

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