Warner Bros. Discovery has made a bold move in its streaming strategy, announcing that live sports broadcasts from TBS, TNT, and truTV will no longer be available on Max’s ad-supported plans. Starting this month, fans hoping to catch NBA games, MLB matchups, NHL action, or NCAA sports like college football or the 2026 March Madness on these channels via Max will need to subscribe to one of the service’s premium ad-free tiers.
The decision, confirmed by Warner Bros. Discovery executives, restricts the B/R Sports Add-On—previously included free during a promotional period across all Max plans—to the ad-free options, priced at $16.99 per month (With Ads tier subscribers can no longer access it) or higher, with the Ultimate Ad-Free plan at $20.99. The change pulls live sports from the $9.99 ad-supported tier, which had been a draw for budget-conscious viewers since the add-on’s debut in October 2023. Now, accessing TNT’s NBA coverage, TBS’s MLB games, or truTV’s NCAA tournament simulcasts requires an upgrade. The good news, though, is they won’t be charging a monthly fee for these sports as first announced.
This move was announced last month but now is a reality. This also comes as Max got a new logo today and refreshed apps.
“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,” said JB Perrette, CEO and President of Global Streaming and Games, WBD. “This update ensures that subscribers can continue to enjoy that coveted access within Max, while also enabling ongoing investment in our premium sports and news portfolio.”
Warner Bros. Discovery’s broader strategy may also be at play. With Max’s new black-and-grey logo echoing HBO’s prestige and a joint sports streaming venture with Disney and Fox recently shelved, the company appears to be doubling down on premium branding. Yet, as cord cutters—averaging $70 or less for internet—seek value, this move risks alienating a chunk of its 95 million global subscribers, especially with competitors like Sling TV offering TBS and TNT for $40 monthly.
For now, Max’s ad-supported faithful can still enjoy its vast on-demand library, but the roar of the crowd is reserved for those willing to pay a premium.
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