30 October, 2019
WarnerMedia today unveiled significant new details about its HBO Max direct-to-consumer strategy on the company’s iconic Warner Bros. lot, revealing a comprehensive offering of programming options for every audience, product features and functionality, and its go-to-market plans.
“With this entire company coming together, we will have one of the most robust collections of premium streaming content that will appeal to all demographics in the household, and be able to achieve incredible scale and reach right out of the gate,” said Robert Greenblatt, chairman of WarnerMedia Entertainment and Direct-to-Consumer. “We couldn’t achieve this without AT&T’s unprecedented and enthusiastic support. When you live in a world with ‘dragons’ — it feels very good to have one of your own in the game!”
Launching in May of 2020, WarnerMedia will be making HBO Max available to customers in the U.S. for $14.99 per month. The company is targeting 50 million domestic subscribers and 75 - 90 million premium subscribers by year-end in 2025 across the U.S., Latin America and Europe. At launch, AT&T will immediately offer HBO Max to the roughly 10 million HBO subscribers on AT&T distribution platforms, at no additional charge. HBO Now direct-billed users who subscribe directly through HBONow.com will also have access to WarnerMedia’s HBO Max product. AT&T customers on premium video, mobile and broadband services will be offered bundles with HBO Max included at no additional charge. We are in active discussions with our distributors and look forward to offering their customers seamless access to this great product.
“We’ve positioned HBO Max in a way that makes sense for our Company, our distribution partners and our customers,” said Tony Goncalves, CEO of Otter Media. “We are creating a company-wide ‘membership-model’ that taps into AT&T’s 170 million direct-to-consumer relationships, 5,500 retail stores and 3.2 billion annual customer touchpoints to achieve scale and reach at launch.”
HBO Max will launch with 10,000 hours of curated premium content including the entire HBO service, bundled with new HBO Max Originals that expand the breadth of the offering targeted at young adults, kids and families. HBO Max will pull from WarnerMedia’s deep library of fan favorites in its 100-year content collection, including library content from Warner Bros., New Line, DC, CNN, TNT, TBS, truTV, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth, Looney Tunes and more. HBO Max will also offer a robust selection of third party acquired series and movie titles that will rival any other streaming offering in the marketplace.
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