How HBO Took on the Streaming Wars

Key details for HBO Max:
1) Launching today
2) $14.99 monthly cost (*free for current HBO subscribers)
3) 10,000 hours of content
4) 1,800 movies
5) No Roku/Amazon app at launch

Big question #1: How will the (relatively) high price impact new subscriptions beyond the current 34M?

Streaming service price comparison (ad-free):
1) HBO Max – $15
2) Netflix – $13
3) Hulu – $12
4) Amazon Prime Video – $9
5) Disney+ – $7
6) Apple TV+ – $5

Average monthly streaming spend according to Corus:
1) $0 – $10 – 30%
2) $25+ – 26%
3) $11 – $15 – 21%
4) $16 – $20 – 14%
5) $21 – $25 – 9%

HBO Max domestic subscriber projections (YoY growth):
1) 2019 – 34M
2) 2020P – 36M (↑ 6%)
3) 2021P – 38M (↑ 6%)
4) 2022P – 41M (↑ 8%)
5) 2023P – 44M (↑ 7%)
6) 2024P – 47M (↑ 7%)
7) 2025P – 50M (↑ 6%)

Big question #2: Will the combination of HBO and the larger WarnerMedia library (CNN, Warner Bros., etc.) drive significant interest as a bundle?

Content that is driving the most excitement according to Morning Consult:
1) HBO – 34%
2) Warner Bros. – 32%
3) Cartoon Network – 28%
4) DC Comics – 27%
5) Turner Classic Movies – 25%

Video: WarnerMedia CEO John Stankey | Full interview | Code Media 2019

More #1: As HBO Max nears launch, its purpose remains unclear

More #2: HBO Max Is Here to Take On Netflix. Is It Too Late?

More #3: HBO Max Launch: How to Get the Streaming Service (and How You Can’t)

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