AT&T is aiming for HBO Max to reach 80
million subscribers worldwide and 50 million
in the United States by 2025. (HBO currently
has about 35 million subscribers.) Netflix, the
streaming leader, said that it’s reached 183
million worldwide subscriptions, up about 16
million in 2020. In about six months since its
launch, Disney Plus has amassed more than
50 million subscribers, well ahead of the Walt
Disney Co.’s projections.
It’s unclear if the timing with help or hurt
HBO Max. While viewership has surged across
streaming services with so many quarantined
in their homes, a record rise in unemployment
will make the higher cost of HBO Max
prohibitive for some.
There are more and more streaming
options, including Apple TV-Plus and the
recently launched bite-sized Quibi. In July,
NBCUniversal will debut the Peacock, a
streaming service that’s planned to offer a free
ad-supported option.
HBO Max will feature some 10,000 hours of
programming, drawing from WarnerMedia
brands including the Warner Bros. film and TV
studio; Turner networks including CNN, TNT, TBS,
Turner Classic Movies and Cartoon Network; and
others. AT&T will hope to draw its more than
100 million mobile subscribers and leverage
previous subscribers. Those who subscribe to
HBO through AT&T’s DirecTV, U-Verse and AT&T
TV will get HBO Max for free.
In advance of the launch of HBO Max,
WarnerMedia shuffled its executive roster
and named former Hulu chief executive Jason
Kilar CEO.