Warner Bros. Discovery had a plan—until it had a better one. The media giant spent over a year prepping a paid tier for its Bleacher Report (B/R) Sports add-on. However, as Deadline first reported, Max has decided to keep live sports as part of its existing ad-free subscriptions instead of adding an extra charge.
But there’s a shift: Starting March 30, Max’s Basic with Ads subscribers will no longer have access to B/R Sports or CNN Max. To continue watching NBA, NHL, MLB, and college games—or get 24/7 CNN news—subscribers must be on the Standard ($16.99/month) or Premium ($20.99/month) tiers.
At first glance, this might look like a loss for ad-supported subscribers, but it’s a strategic move that aligns with WBD’s larger goals.
The Evolution of Max’s Sports Plan
When WBD launched the B/R Sports add-on in October 2023, the plan was to charge $9.99 monthly starting in February 2024. However, that deadline passed without the fee kicking in, and Max initially cited technical reasons for the delay.
Now, the company has completely changed its strategy. Instead of creating a separate sports charge, B/R Sports will remain part of the ad-free Max experience.
In a statement, JB Perrette, CEO of Global Streaming & Games at WBD, explained the reasoning:
“Over the last year plus, we had the opportunity to assess how users engage with sports and news on Max, and we’ve been actively involved in exploring ways to evolve the sports distribution ecosystem in the U.S. We believe that the best place for that content for now is within the Standard and Premium tiers.”
Translation? “We realized people weren’t going to pay extra, so we’re locking it behind our pricier tiers instead.”
And that’s OK!
For WBD, this isn’t about pulling a fast one but maximizing value. Instead of introducing another fee, they’re making live sports and news a key selling point of their higher-value subscriptions.
How Max’s Subscription Tiers Are Changing
Here’s what the update means for subscribers:
- Basic with Ads ($9.99/month) → Losing access to B/R Sports and CNN Max on March 30.
- Standard ($16.99/month) and Premium ($20.99/month) → Retain access to B/R Sports and CNN Max at no additional charge.
Rather than asking people to pay extra for sports, WBD is bundling it into their higher-tier plans, making them more valuable overall.
The Take
At first glance, removing sports and news from Max’s Basic with Ads plan might seem like a loss for some subscribers. But from a business standpoint, this move makes a lot of sense—both for WBD and for the long-term sustainability of premium streaming content.
Here’s why:
1. Max Needs High-Value Subscribers, Not Just More Subscribers
Ad-supported streaming can inflate subscriber counts but doesn’t necessarily drive high-revenue customers. Live sports rights are expensive, and WBD needs to ensure that Max’s sports and news offerings contribute to its bottom line.
By making sports and news exclusive to the $16.99+ ad-free tiers, WBD is ensuring higher-paying subscribers support these premium assets. This is especially important as Max remains a destination for NBA, NHL, MLB, NCAA games, NASCAR, grand slam tennis, and U.S. national team soccer.
2. Sports Fans Are More Willing to Pay
Live sports isn’t just background entertainment—it’s appointment viewing. Fans are far more likely to pay for access to must-watch games than casual streamers.
Even as WBD prepares to lose its U.S. NBA rights after 2025, it has retained key international NBA rights and will continue producing Inside the NBA for ESPN and ABC. WBD is betting that its sports-heavy ad-free tiers will keep subscribers engaged, and many current ad-supported sports viewers will upgrade rather than lose access—which helps increase revenue without across-the-board price hikes.
3. Ad Revenue Alone Won’t Justify the Costs
Streaming ads, while growing, don’t yet generate the kind of revenue that traditional TV advertising does. Sports rights are expensive, and keeping them on an ad-supported tier without charging a premium simply wouldn’t make sense long-term.
By keeping the Basic with Ads plan at $9.99 and focusing it on non-sports content, WBD ensures that Max’s ad tier remains viable while maximizing revenue from sports-driven subscribers.
4. Streaming Is Moving Toward Tiered Content Access
This move isn’t just about WBD—it’s part of a larger industry shift.
- Netflix’s ad tier? No downloads.
- Disney+’s ad tier? No 4K.
- Paramount+’s ad tier? No Showtime content.
Now, Max has its own distinction: If you want live sports and news, you’ll need an ad-free plan.
Rather than increasing prices across the board, WBD incentivizes upgrades by adding more value to its higher-tier subscriptions.
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