As streaming prices rise, Max offers 50% discount for college students

As more and more consumers rethink their commitment to streaming services, Max is looking to draw in a new generation of viewers.

The Warner Bros. Discovery venture has announced a new rate for college students, cutting the monthly cost from $9.99 per month to $4.99. The discount will only apply to the ad-supported plan.

The price drop is being done in conjunction with UNiDAYS, a verification platform for students. Once UNiDAYS confirms that the applicant is, in fact, a student, they’ll receive a discount code which can be redeemed on Max. Student status can be re-verified every 12 months to continue the discount.

Max is lowering subscription costs for this segment of the audience as it, and several other streaming services, look at ways to retain their user base amid a high level of churn. While streaming services used to offer a high value proposition over cable packages, repeated price increases by virtually every service have made it harder for consumers to justify the costs.

Max has already announced an upcoming combination package with Disney+ and Hulu, which will give consumers access to an enormous catalog of content. That package will be offered for both the ad-supported and ad-free plans.

Other industry bundles include a fusion of Apple TV+, Netflix with ads and Peacock for Comcast subscribers, with a rate of $15 or $30 per month, depending on the Comcast service they subscribe to. That would represent a savings of up to $100 per month for the services. In addition, Paramount+ is said to be exploring possible bundles with both Peacock and Apple TV+, but no announcements have yet been made.

This story was originally featured on Fortune.com