HBO NOW offers streaming services to their customers for $15 per month and it is relatively higher than Netflix and Amazon Prime. The network then asked their customers via a survey if they would want to subscribe for new services at a lower price.

HBO NOW sent an email to their customers as part of their "customer satisfaction survey" after some of their customers were given a free trial of the streaming service. The customers who did not opt to sign-up for HBO NOW after their free trial period were given an email asking what the reason was for them not to subscribe. After the network found out that price was a huge factor, the questions for the survey were then sent to them.

The question was: "If these offers were available to you for one-time only, how likely would you be to take advantage of each in the next three months?" The options included another month that is free of charge and a reduced price of the streaming service that HBO NOW offers.

HBO NOW gave their customers three possible pricing options to choose from: $29.99 for a three-month subscription, $59.99 for a six-month subscription and $99.99 for a whole year of subscription. If these new prices will be implemented, the cost that HBO NOW will be cutting down from their current price will reach as much as $9.99.

The network is the priciest as of date in comparison with Amazon Prime and Netflix. However, HBO has more content that are more valuable to customers thus the pricey monthly subscription rate. HBO recently faced pirating as the first four episode of the highly-anticipated "Game Of Thrones" were leaked online so this becomes another problem for the network as other people would rather illegally torrent episodes than pay HBO.  

The survey is still not an assurance that HBO NOW will be reducing their prices as a representative for the HBO Research said that they conduct surveys all the time but it does not mean that the company will be using the results for a strategic plan.

It remains to be unknown if HBO NOW will be reducing their prices and when this will take effect.