What Is HBO Max? Plans, Pricing, & How to Sign Up

Connected TV

In today’s streaming landscape, where consumers crave premium content and advertisers seek engaged audiences, HBO Max stands out as a powerhouse platform blending iconic HBO programming with expansive Warner Bros Discovery offerings. Research shows that viewers spend an average of 1 hour and 22 minutes daily on services like HBO Max, highlighting its role in driving meaningful engagement for both entertainment seekers and brands looking to connect through targeted CTV advertising.

This guide breaks down everything you need to know about HBO Max, from content types to pricing, helping marketers optimize campaigns while empowering everyday users to make informed subscription choices.

What Is HBO Max?

HBO Max is a premium streaming service from Warner Bros. Discovery that offers a vast library of movies, series, documentaries, and live sports, including exclusive HBO originals and content from brands like DC, CNN, and Discovery. With 125.7 million subscribers globally as of mid-2025, it provides ad-supported and ad-free tiers to suit various budgets and viewing preferences.

About the Rebrand

In May 2023, HBO Max rebranded to Max as part of Warner Bros. Discovery’s strategy to merge content from HBO and Discovery+, aiming to broaden its appeal with a simpler name and expanded library of programming. However, just two years later, on July 9, 2025, the service reverted back to HBO Max.

So, no, you’re not crazy. It was called ‘Max’ for a short period of time.

Types of Content Available

HBO Max delivers a diverse mix of high-quality programming that appeals to families, cinephiles, and sports enthusiasts alike, such as:

• HBO Original Series: Iconic dramas and comedies like The White Lotus and Succession that draw in premium audiences.
• Blockbuster Movies: A rotating selection of Warner Bros. films, including recent releases like Dune: Part Two.
• Documentaries and Reality TV: In-depth explorations from Discovery and CNN, such as nature series or true-crime specials.
• Kids and Family Programming: Content from Cartoon Network and Sesame Workshop, providing safe, educational entertainment that families love.
• Live Sports: Events like NHL games on TNT and MLB on TBS, delivering real-time excitement.
• Max Originals: Exclusive series like Hacks and The Pitt, blending fresh narratives with star power to keep subscribers hooked.

How to Sign Up for HBO Max

Getting started with HBO Max is straightforward. Just follow these steps:

• Visit the Official Site or App: Head to HBOMax.com or download the HBO Max app on your device to begin the process.
• Choose Your Plan: Select from Basic with Ads, Standard, or Premium based on your needs, then pick monthly or annual billing for potential savings of up to 17%.
• Create an Account: Enter your email, create a password, and provide basic details to set up your profile, which allows personalized recommendations for a better user experience.
• Enter Payment Information: Add a credit card or link through a provider like Apple or Google for seamless billing, with options for bundles if you’re combining with services like Disney Plus.
• Verify and Start Streaming: Confirm your email if required, then log in to access content immediately, or connect via a TV provider if HBO Max is included in your package.

HBO Max Plans & Pricing

HBO Max offers flexible tiers to accommodate different budgets and preferences, from ad-supported options for cost-conscious consumers to premium ad-free experiences that appeal to heavy streamers and advertisers valuing uninterrupted viewing.

Basic with Ads

The Basic with Ads plan starts at $10.99 per month or $109.99 annually, saving subscribers about 16% with the yearly option while providing access to the full library on two devices in Full HD. This tier includes around six minutes of ads per hour, making it an affordable entry point for viewers, though marketers can leverage it for targeted placements amid high-engagement content.

Standard

Priced at $18.49 monthly or $184.99 yearly for a 16% discount, the Standard plan eliminates ads for smoother streaming on two devices in Full HD, plus 30 offline downloads and live sports like NHL and MLB. It’s ideal for families or professionals who prioritize convenience.

Premium

At $22.99 per month or $229.99 annually, offering 16% savings, the Premium plan supports four devices with 4K UHD, Dolby Atmos audio, and 100 downloads, alongside ad-free viewing except for live events. This top-tier option caters to tech-savvy consumers seeking cinema-quality experiences.

Add-Ons and Bundles

HBO Max enhances value through bundles like the Disney+, Hulu, and HBO Max package, starting at $19.99 monthly with ads (saving 42%) or $32.99 ad-free (saving 41%), combining libraries for comprehensive entertainment. 

Additional sports add-ons, such as expanded coverage for events like NCAA March Madness, allow customization, appealing to niche audiences and providing marketers with bundled targeting opportunities across multiple services.

Does HBO Max Have Ads?

Yes, HBO Max includes ads on its Basic with Ads tier, where viewers encounter about six minutes of commercials per hour before and during shows or movies, though live events feature ads across all plans. This approach keeps costs lower for subscribers, with research from eMarketer indicating that 60% of streaming users accept OTT ads for affordability.

How Does HBO Max Advertising Work?

From an advertiser’s standpoint, HBO Max offers sophisticated streaming advertising through self-serve or managed services, enabling precise targeting based on demographics, viewing habits, and interests to reach engaged audiences with formats like interactive ads and sponsorships. Marketers can tap into Warner Bros. Discovery’s data for contextual placements, where studies show a 37% higher recall rate compared to traditional TV advertising, making it a powerful tool for driving ROAS in performance campaigns.

For consumers, ads on the Basic tier appear seamlessly before content starts or during natural breaks without disrupting the flow, and users can skip promotional trailers for a more enjoyable watch. Again, this balanced model keeps subscriptions accessible for all users.

What Devices Support HBO Max?

HBO Max is compatible with a wide array of devices, ensuring accessibility for consumers at home or on the go.

• Mobile Devices: Includes Android phones/tablets (OS 5.1+), iPhones/iPads/iPod Touch (latest OS or prior two versions), and Amazon Fire tablets (4th gen+), with offline downloads for on-the-go viewing and mobile campaigns.
• Computers: Browser access on Windows, macOS, and Chrome OS via HBOMax.com, ideal for desktop streaming and multitasking with targeted ads.
• Smart TVs: Supported on LG (2018+), Samsung (2016+), VIZIO (2016+), and others, offering 4K UHD for immersive home viewing and high-engagement CTV ads.
• Streaming Devices: Compatible with Amazon Fire TV, Android TV, Apple TV, Chromecast, Roku (OS 9.3+), enabling easy casting for cord-cutters and strong ROAS in CTV inventory.
• Gaming Consoles: Available on PlayStation 4/5 and Xbox One/Series X|S, blending gaming with streaming for younger audiences and interactive ad opportunities.
• Set-Top Boxes: Integrated with Xfinity X1/Flex, Cox Contour, and similar, simplifying access for cable users transitioning to hybrid viewing.

Why You Need Performance TV

Want to reach audiences streaming on HBO Max and other premium CTV platforms? MNTN’s platform gives you direct access to premium CTV inventory, including HBO Max ad-supported placements, so your brand appears alongside high-quality content. With AI-powered targeting, automated optimization, and real-time attribution, your campaigns are designed to drive measurable performance—not just impressions.

Here’s how MNTN Performance TV helps marketers advertise on HBO Max and beyond:

• Premium CTV Inventory – Run ads on HBO Max and other leading streaming networks with guaranteed, brand-safe placements.
• MNTN Matched – AI-driven targeting ensures your ads reach high-intent viewers most likely to engage and convert.
• Verified Visits™ Attribution – Tracks site visits and conversions tied directly to ad exposure, delivering transparent performance insights.
• Automated Optimization – AI continuously fine-tunes campaigns in real time to maximize efficiency and eliminate wasted spend.
• Reporting Suite – Access real-time data on audience engagement, conversions, and ROI to refine your strategy.

Reach HBO Max viewers with performance-driven CTV campaigns—sign up today to get started with MNTN’s self-serve software.

HBO Max: Final Thoughts

As streaming evolves, HBO Max continues to lead with its blend of prestige content and innovative features, making it a go-to for consumers seeking value and advertisers aiming for high-impact CTV placements. With flexible plans grounded in user feedback, where over 80% of subscribers report satisfaction per company surveys, it’s poised to grow amid industry trends like bundled services. Whether you’re diving into a binge session or crafting targeted campaigns, HBO Max delivers the precision and quality that modern audiences and brands demand.