HBO Max subscriptions also are also available directly, as well as from AT&T (WarnerMedia’s parent), which is bundling HBO Max free for high-end service tiers.īesides Roku and Amazon, big distributors still missing from HBO Max’s launch matrix include Comcast, and Dish Network/Sling TV (although HBO has been dark on Dish since November 2018 so that seems like a nonstarter).Īmid the scramble to secure distributors, WarnerMedia earlier this month introduced a new HBO Max promotional pricing offer for direct-billed subscribers: The promo rate of $11.99 per month for one year (20% less than the regular $14.99/month) is available up until the May 27 launch date for new and returning HBO Now subs. So far, WarnerMedia has completed several key deals for HBO Max, including with Disney’s Hulu, Apple, Charter Communications’s Spectrum, Google and YouTube TV. HBO Max wants to drive time spent and engagement on its own platform, not third-party platforms.” Given WarnerMedia’s current strategy to deliver HBO Max as an app experience (a la Disney Plus and Netflix), the analysts wrote, “subscribers will ultimately gravitate away from platforms even when watching legacy HBO content. Wall Street research firm LightShed Partners discussed the dynamics of the OTT partnerships in a blog post last week. However, to access the extra HBO Max content (including Max Originals) they will need to use the HBO Max app, by signing in using their Hulu login credentials. Note, for example, that Hulu customers who subscribe to HBO Max will still be able to view all HBO programming within the Hulu app as they have done before. That would mean current HBO customers who get the service through the Roku Channel or Prime Video Channels will be forced to move to the HBO Max app to get the expanded bucket of content - and thus leave the Roku and Amazon integrated video environments. OTT households in early 2019, Parks Associates estimated - are objecting to WarnerMedia’s push to have current HBO customers switch to HBO Max apps. It looks like we may not be in the Amazon Fire app store when all of this is said and done.”īeyond rev-share terms for HBO Max, holdouts like Roku and Amazon - which together had 69% market share of U.S. Under existing agreements, HBO Now has been available on Fire TV platforms for nearly five years (and HBO subscriptions are available as an option through Amazon Prime Video Channels).Īt an investment conference on May 13, AT&T incoming CEO John Stankey said, “I’m pleased to say we’re going to be in virtually all app stores” with HBO Max at launch - with “maybe one exception. WarnerMedia’s HBO Max talks with Amazon, meanwhile, could be at an impasse. inked a last-minute deal to keep Fox’s channels on the OTT platform in time for Super Bowl LIV. Note that Roku has engaged in hardball tactics in the recent past: This February, Roku and Fox Corp. While we don’t typically comment on specific deal terms or negotiations, the fact is that in this instance while we believe that HBO Max would benefit greatly from distribution on Roku at launch, we do not currently have an agreement in place.”Ī WarnerMedia spokesperson told Variety there was “nothing new to report” vis-a-vis a deal for HBO Max on Roku. with over 40 million active accounts that rely upon Roku to access their favorite programs and to discover new content, we are focused on entering into win-win distribution agreements with all new OTT services as part of their launch strategies. In a statement, the Roku rep said, “As the No.
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