Earlier this week, WarnerMedia announced that it would be releasing yet another streaming service, HBO Max. This is in addition to the already existing HBO Go, HBO Now, Cinemax, Max Go, and any other HBO subscriptions.
WarnerMedia isn't the only company to introduce its own streaming services. NBC, CBS, and Disney are also developing their own versions, making the streaming market seem a lot smaller than it used to be for Netflix and other first-movers.
What does this mean for marketers? For audiences? For Netflix?
The Positives: There may be more opportunities for businesses to utilize streaming services for advertising. With so many different streaming services, marketers can reach different demographics of consumers more accurately and easily. Additionally, as services compete, there may be better prices and deals for consumers to compare and select. This may also mean more specialization as services try to differentiate themselves, meaning more originals and exclusive content.
The Negatives: More streaming services, more money. This one is sort of a no-brainer. While there'll probably be a wider selection of movies and shows that we can instantly watch at the click of a button, this means that people will probably be allocating more of their discretionary towards streaming service subscriptions. In addition, the fragmentation and plethora of services may become annoying and confusing, with each service having their own unique policies and different user interfaces.
So, what's the verdict? Is the rush for streaming ultimately good or bad? As always, only time will tell. But we're optimistic about the future and the opportunities it brings. (Even if it means subscribing to fifteen different streaming services.)
Interested in learning more? Read about the announcement of HBO Max below:
Just when you thought you had enough streaming services, here comes HBO Max. The new streamer is bringing ‘Friends’ to the table, and it’s independent of the other HBO services.
“How many streaming service will finally be enough?” is the question a nation of entertainment addicts and their benefactors will be grappling with well into the future. Tuesday’s news begs another question, though: How many HBO-branded streaming services will be enough?
WarnerMedia announced earlier today that the Netflix-challenger that the AT&T-owned conglomerate is bringing to the great streaming wars will be called HBO Max. Not to be confused with the digital arm of HBO subscriptions, HBO Go, or its à la carte streaming service, HBO Now.
Or, um, sister channel Cinemax, or its streaming service Max Go.
“Anchored with and inspired by the legacy of HBO’s excellence and award-winning storytelling, the new service will be ‘Maximized’ with an extensive collection of exclusive original programming (Max Originals) and the best-of-the-best from WarnerMedia’s enormous portfolio of beloved brands and libraries,” the company announced in a press release.
In addition to all of HBO programming and . . . (sigh) Max Originals, the service will have additional content from “Warner Bros., New Line, DC Entertainment, CNN, TNT, TBS, truTV, The CW, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth, Looney Tunes, and more.” It will also be the streaming home of Friends, a show people inexplicably still go crazy for even though it’s 2019, there are a gazillion new things to watch, and Friends is still Friends. Netflix dropped a cool $100 million last December for rights to the David Schwimmer-starring show through 2020, so get it there while it lasts.
So, how will you augment your HBO Now subscription to include Max? Will it happen automatically?
Here’s what a representative from HBO told Fast Company: “Nothing will happen with HBO Go or HBO Now. HBO Max will be a distinct offering. As a distinct offering, you would not automatically become a Max subscriber.”
WarnerMedia hasn’t announced how much the service will cost yet, though executives have suggested it’ll be a little more expensive than HBO Now, which costs $15 a month. It expects to launch in spring 2020, so between now and then, you can sock away plenty for your rapidly ballooning streaming budget.