While cable companies continue to point to growing subscriber numbers for premium movie channels as evidence cable cord-cutting is not taking its toll, the owner of the country’s largest pay movie channel has undercut their argument.

Time Warner (Entertainment), owner of HBO, disclosed to investors recently that although the network picked up nearly two million new subscriber in the United States, most of those were watching the network for free through temporary promotional offers.

Free or discounted offers for premium movie networks are not uncommon. Time Warner Cable frequently bundles a one-year subscription to Showtime/The Movie Channel in its promotions. HBO and Cinemax are often offered for 3-6 months at no charge by other pay television providers.

Many viewers drop the network(s) (or negotiate another free viewing promotion) when charges start appearing on their bill. For years, premium movie channels cost around $13 a month, and many cable operators sold extra premium channels at a discounted $7 a month. But prices have risen dramatically over the last five years. Time Warner Cable, for example, now charges $15.95/mo for HBO, Cinemax, Showtime, and/or Starz.

Because of higher prices, HBO’s subscription revenue of $1.3 billion during the fourth quarter was up 8% year over year.