HBO Max attracted 3 million retail and 4.1 million overall subscribers after its first month, AT&T CEO John Stankey said. Details:
that AT&T has been "pleased" with the early trends at HBO Max, but wouldn't share early subscriber figures, signaling though that the firm would provide those when it reports its latest results.
But HBO Max's HBO ties also complicated its launch. After its debut, WarnerMedia was operating three separate apps with similar names — HBO Go, HBO Now and HBO Max. The company had hoped that most HBO Go and HBO Now users would automatically get the upgraded HBO Max app. But it wasn't able to strike HBO Max distribution deals with Roku and Amazon, leaving a large portion of its HBO subscribers without a way to access HBO Max on their connected TV devices.
"HBO Max isn't a game changer for AT&T," Evercore ISI analyst Vijay Jayant write in a report published days after the launch of the streaming service. "HBO Max's launch has thus far been notably less smooth than the launch of Disney+, due to a variety of factors, including confusing branding, uncertainty about how to get the product, and limitations on how consumers can actually watch the product, particularly on television.
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