Warner Bros. Discovery has started the new year by increasing the price of its streaming service, Discovery+, making it the first media company to announce such a hike in 2025. The cost for the ad-supported plan has gone up by $1, now priced at $5.99 per month, while the ad-free plan has risen to $9.99 per month.
The new prices are already in effect for new subscribers as of January 7, while existing subscribers will see the increase applied starting February 7. Customers currently on promotional offers will not experience the price hike until their promotional period ends.
Discovery+, launched in 2021, is home to popular shows such as 90 Day Fiancé, My 600-lb Life, and Worst Cooks in America: Celebrity Edition: Heroes vs. Villains, which premiered on January 5, 2025. The platform also recently debuted The Curious Case of Natalia Grace: The Final Chapter on January 6. Initially, Discovery+ was priced at $4.99 per month for the ad-supported tier and $6.99 for the ad-free tier. Its first price increase came in 2023, when the ad-free plan rose to $8.99 per month.
Furthermore, Warner Bros. Discovery, which also operates the Max streaming service, positioned Discovery+ as a more niche offering, catering to fans of lifestyle, documentary, and reality content. Max, on the other hand, bundles Discovery programming with premium content from HBO and other networks. As of now, the company does not disclose subscriber numbers for Discovery+ or Max, but it is known that Discovery+ has a significantly smaller audience. However, executives have emphasized its profitability over the years.
This price hike follows a trend across the streaming industry, with platforms like Disney+, Hulu, and Peacock also raising their prices in 2024. Warner Bros. Discovery previously adjusted the pricing of Max’s ad-free tier last year, partially to encourage viewers to opt for the cheaper ad-supported option.
Additionally, For subscribers determining their options, Max offers better value for money, as it includes Discovery+ content along with HBO’s premium programming. Currently, Max costs $9.99 per month for the ad-supported tier and $16.99 per month for the ad-free tier.