In a move that might surprise some, HBO Max has announced an immediate increase in its subscription fees, pushing costs to their highest levels yet. This change comes as the streaming service reverts to its original name this year, marking yet another shift in its strategy.

On Tuesday, the streaming giant revealed that it would be raising prices for new subscribers right away. For those opting for the HBO Max Basic With Ads plan, the cost will now be $10.99 per month. Meanwhile, the HBO Max Standard plan will set viewers back $18.49 monthly, and the HBO Max Premium plan will cost $22.99.

Annual subscribers aren’t exempt from the hike either. The annual rates are now $109.99 for HBO Max Basic With Ads, $184.99 for HBO Max Standard, and $229.99 for HBO Max Premium.

Existing subscribers, however, are granted a brief reprieve. Those who were signed up before October 21 will receive a 30-day notice regarding the impending changes. The new rates will be applied with the renewal of their plans from November 20 onwards. This same notice period applies to those with annual subscriptions.

As of now, The Daily News has sought clarification from Warner Bros. Discovery to understand the rationale behind these increases. The changes come at a time when the competition among streaming services is fiercer than ever, leaving viewers to wonder how this will impact their streaming choices.

The Daily News has reached out to Warner Bros. Discovery for comment on the impetus of the price increase.

The move is one of multiple shake-ups to HBO Max in recent months, though the moniker swap remains among its most eyebrow-raising.

WBD announced at their New York upfront presentation in May that HBO Max and its new logo “far better represent[ed] our current consumer proposition” than Max, the name it took on in 2023.

“It clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for,” Casey Bloys, HBO and Max Content Chairman and CEO, said at the time.

In their press release, the company even nodded to Ross’ famed “We were on a break” argument from “Friends,” which lives on the HBO Max platform.

Speaking of bizarre breakups, Warner Bros. announced in June that it would split its streaming and cable operations into separate companies.

“By operating as two distinct and optimized companies in the future, we are empowering these iconic brands with the sharper focus and strategic flexibility they need to compete most effectively in today’s evolving media landscape,” said David Zaslav, WBD President and CEO.