Max is Downgrading Features for Ad-Free Subscription in Favor of its 'Ultimate Ad-Free'

Customers are now reporting that Max has been updating customers via email notices about the new setup, especially as the legacy customers are getting downgraded with several features removed by the company. These customers in the legacy ad-free subscription which has been the go-to before when it was still HBO Max is also getting a revamp, with the company favoring its Ultimate Ad-Free.

More options are somewhat good for streaming platforms as they offer different tiers to choose from, but this means that some services are getting downgraded, and others are getting more expensive.

Max Downgrades Features in Regular Ad-Free Subscription

Users have been going to social media to share the recent email they received from Max, and current Legacy ad-free subscribers are told that their subscription is getting stripped of several features, a.k.a. a downgrade. HBO Max subscribers who carried on to Max were not forced to change from Ad-Free to Ultimate Ad-Free, but those who remained are now seeing massive changes.

First off, the 4K video with Dolby Atmos streaming is now removed for the selected titles they are available if a user opts to stay with the $16 per month subscription. Moreover, the company is also removing one device to stream simultaneously, and from 3 devices, Max will only allow the ad-free subscribers to use it on two devices at the same time.

It still allows users to download up to 30 shows or episodes on their devices.

Ultimate Ad-Free is the Favored, But More Expensive

The previous ad-free subscription is now moving on to its more expensive tier known as the Ultimate Ad-Free, and according to Max, this will be the third and most costly one at $20 per month or $199.99 per year. This Ultimate tier is getting three simultaneous device streams and 4K videos with Dolby Atmos for selected titles, also with 30 downloads for the account.

Max and Other Streaming Platforms' Price Hike

Max saw a significant rebrand for 2023, and this was after the company completed the merger of what is known now as the Warner Bros. Discovery company. This merger also centered on each streaming platform, with HBO Max and Discovery Plus coming together as one, offering the "Max" experience for all, leveraging the best of its series and documentaries.

Recently, Max's competitors, Netflix, Disney Plus, and more have raised their subscription prices which left the industry facing a more expensive monthly fee. The top streaming platform, Netflix, has recently effected the price increase it has, with its top-tier Premium now setting users up to $23 per month, initially priced at $19.99 before this planned hike.

Price hikes and new tiers are apparent on streaming platforms now, and it is either offering a lower ad-supported tier or raising the prices of its regular ad-free experiences for users. Max is changing the setup for users in the ad-free, with it getting stripped down to regular features with 1080p streaming and two simultaneous streaming, with the Ultimate Ad-Free getting what it once had before.