HBO Max Exceeded New Subscriber Predictions In 2021
The accessibility of the Warner Bros. theatrical slate was definitely a selling point, but HBO Max is also home to some of thebest original programmingin the game. Returns from existing properties like the “Sex and the City” revival “And Just Like That,” or “Succession” were hugely popular, as well as new fare like “The White Lotus.” This was a perfect year for HBO Max to thrive, and the cold, hard numbers show that they made the most of the unprecedented times. HBO Max experienced their biggest growth during the fourth quarter of 2021, but WarnerMedia CEO Jason Kilar isn’t hedging his bets on it. “This business is not about what you do in any one quarter, but what you do consistently,” Kilar said (viaVariety).
Making Up For Lost Subscribers
Another big change was the roll out of their advertising-supported service tier in June which boasts a smaller price tag than the standard options. "We have seen very healthy adoption of that version of the service," WarnerMedia CEO Jason Kilar toldThe Hollywood Reporter. He continued:
“And it makes sense because when a customer is empowered with choice, where they can either have a higher-priced ad-free service or one that’s more affordable made possible by the presence of thoughtfully executed advertising, I think that’s a really good situation for customers. So we are seeing a lot of consumers choose the ad-supported option, and it’s early days, it’s only been about six months. But we are quite excited with the response that we have seen and very excited about where it’s going to go in 2022.”
HBO Max iscurrently availablefor $14.99 per month for ad-free streaming capabilities of $9.99 for ad-supported access. Yearly subscriptions are also available for a 16% discount.
