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Beginning next week, HBO Max will start offering an ad-supported subscription option, providing consumers choice between the existing ad-free version for $14.99 per month, or the new ad-supported experience for $9.99 per month.

While ad-supported viewing is not the preferred streaming experience for many customers. HBO Max’s price of $14.99, has had many second guessing if the programming is worth the monthly fee. While previewing the new ad experiences coming to the platform later this year, the company shared its immediate commitment to having the lightest ad load in the streaming industry, coupled with the most premium content.

“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,” said Tony Goncalves, EVP and Chief Revenue Officer for WarnerMedia.

Subscribers to both HBO Max tiers will enjoy HBO Max’s premium user experience, which weaves together human-powered discovery, personalization and customization, a sophisticated video player, parental controls and a unique kids experience to offer customers a service that gives them more of what they love. Both tiers offer access to an exciting lineup of new original programming, as well as its robust catalog of content from iconic entertainment brands including HBO, Warner Bros., DC, Turner Classic Movies, Adult Swim, Cartoon Network, and more.

HBO Max with Ads will bring brands closer to captivating content experiences that engage their most valuable audiences in an environment purpose-built for discovery and designed to eliminate disruption. At a time when brands are looking to create the most impact, HBO Max with Ads will offer an elegant and creative canvas for brands and advertisers to connect with consumers – with the accountability they need to drive outcomes that matter most to their business.

“HBO Max with Ads provides a superior marketing environment, featuring the lightest ad load in the streaming industry, driving engagement with consumers and efficacy for our partners,” said JP Colaco, Head of Advertising Sales for WarnerMedia. “Couple that with beloved premium content spanning all genres and audience segments, and we are delivering the best ad offering available in the market today.”

At launch and over the next several months, advertisers will have access to key formats and adjacencies, allowing them to align their message to make meaningful impact alongside a slate of iconic brands, talent and storytellers, including formats and offerings like: Brand Block (Available now): Where brands own a block of content and consumers delight in a limited commercial experience. Pause Ads (Coming soon): Create a new space to connect with meaningful engagement opportunities when a consumer takes a break. Branded Discovery (Coming soon): Surround the content discovery process as consumers explore HBO Max recommended programming.

HBO Max will launch (without ads) in 39 countries across Latin America and the Caribbean in later next month, and the HBO-branded streaming services in Europe (the Nordics, Spain, Central Europe, and Portugal) are scheduled to be upgraded to HBO Max later this year.