An anonymous reader shares a report: Everyone's favorite CEO, Warner Bros. Discovery head David Zaslav, thinks HBO Max is ripe for a price hike. Speaking at the Goldman Sachs Communacopia and Technology Conference (doesn't that sound like a fun time?) Zaslav argued that his company's premium output can command a premium price. "The fact that this is quality -- and that's true across our company, motion picture, TV production and and streaming quality -- we all we think that gives us a chance to raise price," he said, according to The Hollywood Reporter. "We think we're way underpriced." The recently re-re-branded HBO Max currently starts at $9.99 per month, including ads, peaking at $20.99 per month for its premium plan, roughly in line with its rivals.Read more of this story at Slashdot.