You remember the glory days of HBO. It was the premium cable channel where you paid extra to escape commercials. When it became HBO Max, it kept that reputation. But now, under the new name “Max,” the service seems to be acting more like a cable network than a premium streamer.

Yes, the “Max With Ads” plan (approx. $9.99/month) includes commercials. While it launched with a promise of a “light” ad load, recent reports and user outrage on Reddit confirm that Max is effectively increasing the commercial volume by 50% in 2025. This means what used to be 2 minutes of ads per hour is creeping up to 3 or 4 minutes, blurring the line between premium streaming and standard television.

I will analyze why this specific change has sparked such intense backlash among cord-cutters and why watching “Prestige TV” with commercials is a fundamentally broken experience.

The Reddit Verdict: “Enshittification” in Real Time

If you browse the discussions on r/cordcutters or r/HBOMax, the sentiment is venomous. Users are using a specific word to describe what is happening to Max: Enshittification.

The “Light Ad Load” Lie

When the ad tier launched, it was marketed as having the “lightest ad load in streaming.” Users tolerated it. However, recent earnings calls from Warner Bros. Discovery revealed a strategy to “increase ad inventory.”

• The Reality: Reddit users are reporting that the frequency of breaks is increasing. Where there used to be just a pre-roll (an ad before the show), there are now multiple mid-rolls (interruptions during the show).

• The Betrayal: Users feel tricked. They signed up for a “Lite” experience, and once they were locked in, the dial was turned up. This bait-and-switch strategy is driving loyal HBO fans to cancel subscriptions.

The “Prestige” Problem: You Can’t Pause The Sopranos

The core issue isn’t just the time spent watching ads; it is the content being interrupted.

HBO vs. Discovery Content

Max is a Frankenstein monster combining two libraries:

1. Discovery Content: Reality shows like 90 Day Fiancé or Fixer Upper. These shows were written for cable TV. They have natural “cliffhangers” built into the edit where a commercial is supposed to go. Ads here feel normal.

2. HBO Content: Shows like The Sopranos, The Last of Us, or Succession. These are written as cinematic experiences. The Reddit Complaint: Users describe the jarring experience of watching a tense, dramatic death scene in The Last of Us, only to be cut off mid-sentence by a loud, upbeat commercial for insurance. Putting ads in Reality TV is annoying; putting ads in Prestige Drama is art destruction. It ruins the pacing and emotional weight of the scene.

The Hidden Downgrades: It’s Not Just Ads

Just like Disney+, Max punishes you in other ways for choosing the cheaper plan.

Resolution and Downloads

• Ad-Free Plan: You get 1080p (and 4K on the “Ultimate” tier) and offline downloads.

• Ad-Lite Plan: You are locked to 1080p, with no offline downloads.

• The Audio: Users on Reddit also note that the Ad-Lite plan often lacks Dolby Atmos support. If you have a surround sound system, the ad plan literally sounds worse.

Is There a Better Way? (The Interactive Solution)

Max is currently relying on “interruptive” mid-rolls, which is why users are furious. But there is a middle ground.

Respecting the “Prestige”

If Max wants to monetize Succession without ruining it, they need to ban mid-roll video ads entirely for scripted dramas. Instead, they should leverage Interactive and Pause Ads.

• The Solution: Use the “Binge Reward” model (like Netflix) or a Gamewheel-powered interactive unit that appears between episodes.

• The Concept: You finish an episode of House of the Dragon. Before the next one starts, you get a 30-second interactive trivia game about the Targaryen family tree, sponsored by a brand.

• Why it works: It engages the superfan (who loves trivia) and protects the integrity of the episode itself. Users on Reddit have repeatedly stated they would prefer a longer ad block before the show starts if it meant zero interruptions during the show.

Conclusion: Is the Ad Plan Worth It?

If you primarily watch Reality TV (Discovery content), the Max Ad-Lite plan is a great deal. The ads feel natural. However, if you are subscribing to watch HBO dramas, the Ad-Lite plan is a waste of money. The forced interruptions destroy the cinematic pacing that makes HBO famous. You are better off paying the premium or rotating your subscription (subscribing for one month of Ad-Free to binge, then cancelling) rather than suffering through the commercials.