Effective Jan. 12, the price of a new HBO Max ad-free monthly subscription in the U.S. will increase from $14.99 to $15.99. Existing HBO Max subscribers who currently pay $14.99 per month will see their monthly rate increase to $15.99 beginning with their next billing cycle, on or after Saturday, Feb. 11. That’s more than the monthly rate for Netflix’s standard, ad-free subscription tier, which currently costs $15.49/month.