AT&T touted the “successful” launch of HBO Max — with the new service helping to boost overall HBO and HBO Max customers by 1.7 million over the first six months of 2020. As o…
But the HBO Max launch plan — which was to effectively convert the existing HBO base to HBO Max — hit a roadblock in a standoff in deal talks with Roku and Amazon, two of the largest OTT platforms. The disputes center on subscription-revenue sharing terms and ad inventory rights, as well as WarnerMedia’s insistence that HBO Max be offered as a separate app experience whereas Roku and Amazon want to continue reselling HBO as a “channel” through their content-aggregation stores.
WarnerMedia’s goal is to reach 50 million-55 million HBO Max customers in the U.S. by 2025, AT&T CEO John Stankey has told investors. Also on the road map are international expansion plans and the rollout of a cheaper, ad-supported tier in 2021.
But some of the library content WarnerMedia used to woo customers at launch is rolling off the service —after a three-month run. At the same time, HBO Max is adding new titles, including a slate of DC’s Batman movies and “Birds of Prey,” plus “Blade Runner: The Final Cut,” “Jojo Rabbit” and “Richard Jewell.”
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