David Zaslav, head of Warner Bros. Discovery, has defended potential price increases for HBO Max, arguing that consumers "love" the platform's content so much they will accept higher costs. He suggested that while there are too many streaming players, and some have aggressively dropped prices, HBO Max's quality justifies a premium. Zaslav also referenced that consumers paid more for content a decade ago and are now paying dramatically less for increased content and quality. However, the article challenges his assertion about other streamers lowering prices, noting that most platforms, including Apple TV+, Netflix, and Dropout.tv, have recently increased their subscription costs.

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