By Jonathan Easton

WarnerMedia has announced that a cheaper ad-supported tier of HBO Max will launch in June at US$9.99 per month.

Confirming previous reports from last month, WarnerMedia announced the move at its 2021 Upfront.

The company said that HBO original shows – such as iconic hits like Game of Thrones and current standout series such as Mare of Easttown – will not carry advertising, while content from other brands like DC and Cartoon Network will be presented with ads.

The other key difference is that the cheaper tier excludes Warner Bros.’ upcoming same-day premiere films like The Suicide Squad and The Matrix 4.

Warner also promised that this ad-supported tier will have “the lightest ad load in the streaming industry”.

EVP and Chief Revenue Officer for WarnerMedia, Tony Goncalves said: “HBO Max with Ads will bring our beloved entertainment brands and franchises to even more consumers at this new, lower price point-while, for the first time, elegantly connecting brands to the premium, iconic IP that defines this service.”

During the presentation, WarnerMedia also confirmed plans to rollout HBO Max without ads in 39 countries across Latin America and the Caribbean in late June, and in existing HBO markets across Europe later this year.

The news comes days after WarnerMedia parent company AT&T announced plans to spin off its media assets to a standalone business with Discovery. The new company is set to have an enterprise value of over US$120 billion.