HBO Max: all the specs

Launch date:

• May 2020

Content:

• focus on 3 areas
• kids/family
• millennials/Gen-Z
• adults (focus on women)
• new series rolled out one episode at a time
• total 10k hr at launch o/w 1800 films, incl
• originals (31 series in 2020, 50 in 2021)
• library content from Warner Bros, New Line, DC, CNN, TNT, TBS, truTV, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth, Looney Tunes etc
• 3rd-party licensed content
• to add live special events

Pricing:

• 15 $/mo
• free for 10m existing AT&T HBO subs & HBO Now direct-billed subs
• plans new bundles with free HBO Max for premium video, mobile, BB subs (total 170m D2C relationships, 5500 retail stores)
• to add AVOD tier within 1 yr (with added content)

Tools:

• personalised profiles & homepages
• curated recommendations
• co-viewing (shared homepages separate from personal homepages)
• parental PINs
• downloads for offline viewing

Targets:

• 75-90m subs in Americas & Europe YE 2025 o/w 50m in US
• incremental investment $1.5-2.0b in 2020 (for new content, foregone licensing revenue of own content, operating expense for the technology platform, marketing)