In a move that has sparked frustration among subscribers, HBO Max (soon to revert to its original name next month) has significantly increased the ad load on its Basic with Ads plan, reneging on its initial promises of a light advertising experience. When the ad-supported tier launched in 2021, the streaming service vowed to limit commercials to no more than four minutes per hour. However, a recent update to the Max support page reveals that subscribers can now expect up to six minutes of ads per hour—a 50 percent increase.
According to archived versions of the support page accessed via the Wayback Machine, the four-minute ad cap was still listed as recently as February 2025 as first spotted by PCWorld. The shift to six minutes appears to have been implemented without fanfare, catching many subscribers off guard. Adding to the discontent, Max has also begun inserting ads into HBO programming, despite an earlier commitment to keep such content ad-free. For example, viewers of The Last of Us have reported encountering three ad breaks during episodes, in addition to pre-roll commercials before the content begins.
This change places Max among the growing number of streaming platforms increasing their ad loads as they strive to boost revenue in a competitive market. According to a recent AdWeek report, Amazon has nearly doubled the length of commercial breaks on Prime Video, while third-party data indicates rising ad volumes on other major services like Disney+, Hulu, Discovery+, Peacock, and Netflix. However, Max’s pivot is particularly stark given its explicit promise of minimal ads, a selling point that differentiated it from competitors.
Warner Bros. Discovery, Max’s parent company, has not publicly addressed the change.
Max’s ad load of six minutes per hour is now simular to what you will see on other platforms like Amazon’s Prime Video. As the service prepares to rebrand back to HBO Max, it risks alienating loyal viewers who valued its original commitment to a premium, low-ad experience. For now, subscribers are left wondering if the platform’s priorities have shifted for good.
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