“Activations” count the people who download - or “activate” - the HBO Max app. The same is true for customers on AT&T’s Unlimited wireless and fiber broadband plans. That, however, requires them to download the HBO Max app on their smart TVs or other devices.
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film slate to the streaming service and cinemas could “accelerate that further” and allow the firm to “penetrate the market faster.”įor HBO Max, AT&T breaks out activations, because consumers can not only get the streaming service directly from WarnerMedia, but also as an upgrade to their existing HBO subscriptions via their pay TV providers. He also argued that WarnerMedia’s decision to bring its 2021 Warner Bros. In early December, Stankey revealed that the streamer was nearing 12.6 million activated users. 3 announcement that its entire 2021 film slate would follow the same release plan. In a controversial step, the company followed that up with the Dec. WarnerMedia signaled the importance of HBO Max to its long-term strategy when it unveiled a hybrid release strategy for Wonder Woman 1984, premiering it in theaters where they were open and on HBO Max in the U.S.
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Unlike competitor Disney+, which attracted more than 26 million subscribers in its first two months, HBO Max plodded along, adding 4.1 million activated users in its first month.īut interest in the service began to pick up heading in the final few months of 2020 after it struck a distribution deal with Amazon in November and released a content lineup that featured buzzy original series The Flight Attendant and HBO limited series The Undoing. Launched at the end of May, HBO Max faced a pair of formidable early challenges, overcoming its confusing branding - at the time, WarnerMedia also operated streaming products HBO Now and HBO Go - and its lack of distribution on two major connected TV platforms, Roku and Amazon Fire.
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