AT&T's WarnerMedia has released details of its new streaming service HBO Max. Expected to launch in May 2020 in the US, the service will include a range of programming from HBO and Warner Bros for a subscription of USD 14.99 per month.
The company said it's targeting 50 million domestic subscribers and 75-90 million premium subscribers by the end of 2025, after expanding the service across the US, Latin America and Europe. At launch, AT&T will immediately offer HBO Max to the roughly 10 million HBO subscribers on AT&T distribution platforms, at no additional charge.
Customers of HBO Now, the cable channel's existing OTT service, will have access to HBO Max if they subscribe directly through HBO, and AT&T customers on premium video, mobile and broadband services will be offered bundles with HBO Max free.
AT&T said the service is designed to tap into its existing 170 million direct-to-consumer relationships. In addition, the company is in "active discussions" with other distributors to carry the product.
Originals and third-party content
HBO Max will launch with 10,000 hours of content, including the entire HBO service and new HBO Max Originals to expand the offer more for young adults, kids and families. In addition, HBO Max will pull from WarnerMedia’s library, with content from Warner Bros., New Line, DC, CNN, TNT, TBS, truTV, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth and Looney Tunes. Around 1,800 films are expected to be available at launch.
HBO Max will also offer a selection of third-party acquired series and movie titles to help compete with streaming services in the market. Acquired content includes the series South Park, Rick & Morty, The O.C., Aqua Teen Hunger Force, Robot Chicken, Space Ghost Coast to Coast, The Bachelor, Impractical Jokers, The Closer, Rizzolli and Isles, Major Crimes, The Alienist, The West Wing, United Shades of America with Kamau Bell, This is Life with Lisa Ling, and Anthony Bourdain: Parts Unknown.
House of the Dragon
AT&T also announced a new Game of Thrones prequel series for HBO, called House of the Dragon. The 10-episode series is set 300 years before the events of Game of Thrones, telling the story of House Targaryen.
While HBO Max will launch first as a subscription service, WarnerMedia plans to introduce an AVOD option within the first year. The company also announced plans to provide subscribers with live, interactive and special event programming in future as it builds out the service.
AT&T said it intends to invest significantly in HBO Max, with an incremental investment of USD 1.5-2.0 billion in the partial year of 2020 and continued investment in following years. That investment includes spending for new content, foregone licensing revenue of its own content, operating expense for the technology platform, and marketing.
