In a move that signals the ongoing trend of streaming services adjusting their pricing strategies, Discovery+ has announced a $1 increase in its monthly subscription fees. This marks the first price hike of 2025 for the streaming platform, which is owned by Warner Bros. Discovery. The new pricing structure will see the ad-supported plan rise from $4.99 to $5.99 per month, while the ad-free plan will increase from $8.99 to $9.99 per month. New subscribers will be immediately affected by the price change, whereas existing subscribers will see the increase reflected in their next billing cycle or from February 7, 2025.

This price adjustment comes as part of a broader industry trend where streaming services are seeking to enhance profitability amidst a maturing market and slowing subscriber growth. Last year, other major players like Max, Paramount+, and Peacock also raised their subscription prices. Discovery+ remains a standalone service despite much of its content being available on Max, catering to viewers who prefer a more affordable option to access programming from channels like Food Network, Animal Planet, and Magnolia Network.

The service, known for its reality and adventure shows such as 'Deadliest Catch' and 'Dual Survival', has not disclosed specific subscriber numbers. However, it is believed to have a smaller user base compared to Max. Warner Bros. Discovery's decision to keep Discovery+ separate from Max reflects a strategic move to cater to different segments of the streaming audience, especially those not interested in the premium content offered by Max.

This price increase is the first for Discovery+'s ad-supported plan since its launch four years ago, while the ad-free plan saw its last hike in October 2023. The move aligns with Warner Bros. Discovery's broader restructuring efforts, which include plans to separate its declining cable TV businesses from its streaming and studio operations. This restructuring is part of a larger industry shift as traditional media companies navigate the transition from linear TV to streaming, with many exploring potential sales or spinoffs of their TV businesses.

As streaming services continue to evolve, consumers can expect more adjustments in pricing and service offerings. Discovery+'s latest price hike underscores the challenges and opportunities in the streaming market as companies strive to balance growth with profitability.