Posts for 'HBO Max'

New research from Inscape analyzing the viewing behavior of 23 million opted-in VIZIO smart TV owners reveals streaming’s ascendance. In Q1 ’24, fully 58% of these viewers only streamed content, up 3 percentage points since Q4 ’23. 38% watched both streaming and pay-TV (cable, satellite and OTA), and just 3% only watched pay-TV. The streaming-only group has increased from 45% in Q4 ’21. We discuss these and other key findings.

Then we turn our attention to Max’s immediate rate increase, announced this week. Of note, only the two ad-free tiers are getting $1 per month increases, while the “Max With Ads” tier will remain $10 per month. As we discuss, this is the latest evidence of how traditionally ad-free streaming services (e.g. Netflix, Disney+, Amazon Prime Video) are incenting subscribers to take ad-supported plans - and why CTV advertising is poised to become more valuable than ever.

Last up we review new research from the American Customer Satisfaction Index showing record-high satisfaction levels for streaming services. Neither of us are surprised, given the strength of streaming’s value proposition. This year Amazon Prime Video topped the satisfaction list, but all streamers perfumed well and were tightly clustered.

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This week on Inside the Stream Colin and I do an “around the horn” of four significant industry topics. We lead off with the expected bankruptcy filing of Diamond Sports Group earlier this week, the largest owner of regional sports networks (RSNs), resulting in a complete wipeout of the equity-holders. Where to from here is anyone’s best guess; but I reiterate my stance that sports teams’ franchise values and players’ salaries have already peaked. When the dominant player in an industry - with over 50% market share - goes belly up, nothing good happens next.

Next up is an update on WBD’s planned pricing strategy for its combined HBO Max and discovery+ streaming service launching soon. Colin’s been all over this one for months and is really scratching his head, as am I.

In time for March Madness, YouTube TV has launched a new feature called “multiview” allowing subscribers to stream a mosaic of four pre-selected games and choose which audio feed they prefer. I think it’s really cool, and as you’ll hear in real-time I realize that it might mean YouTube TV “automagically” just quadrupled its ad inventory for multiview users. If so, that’s a neat trick; new CEO Neal Mohan is off to an even stronger start than I expected!

Finally, Colin gives a short wrap-up of the latest doings in the burgeoning FAST market. It’s getting harder and harder to keep up.

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In this week’s podcast, Colin and I discuss Warner Bros. Discovery’s plan to launch a new streaming bundle in France dubbed “Warner Pass,” exclusively on Amazon Prime Channels, which Variety reported. Warner Pass will include all HBO content, plus 12 WBD channels including CNN, Discovery Channel, Eurosport and others.

The move caught our attention because WBD has been quite vocal about its intention to launch a combined HBO Max / discovery+ service (expected to be simply called “Max”), which the Variety report noted it still plans to introduce in France in 2024.

Colin and I think Warner Pass could offer clues about how WBD will price the combined service eventually (especially in Europe). Yet it raises a concern that having two different streaming brands in France with similar content is clumsy and could cause consumer confusion (not to mention spending required to support two streaming brands).

Further, as we discussed in December, Warner Pass is yet another step in reversing the company’s strategy on third-party distribution. Prior WarnerMedia management decided to pull HBO from Amazon Prime Channels and others in September, 2021. As I wrote back then, in a direct-to-consumer world, not owning the subscriber, nor seeing their detailed viewing data, are real drawbacks.

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On this week’s edition of Inside the Stream, nScreenMedia’s Colin Dixon and I dig into four topics: World Cup streaming quality and the lack of 4K differentiation, Netflix’s offer to refund advertisers due to inventory shortfalls, WBD’s decision to remove “Westworld” from HBO Max, and the proliferation of music-oriented FAST channels.

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This week, nScreenMedia’s Colin Dixon and I welcome Grace Lam, Roku’s Director of Partner Growth as our guest. Grace takes us inside the campaign that Roku and HBO Max launched for the new TV series “House of the Dragon.” It is the biggest SVOD campaign Roku has undertaken to date, involving multiple elements. Grace walks us through the campaign’s goals, viewer benefits, success metrics and how Roku aims to have the campaign be a template for future SVOD partnerships.

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This week Colin and I discuss the future integration of Discovery+ and HBO Max. New details were shared this week by the company’s chief financial officer at an industry conference. Specifically, Colin sees strong upside in a discounted bundle of the streaming services and the eventual integration of their respective technology platforms the CFO described. However, he’s skeptical of an eventual plan to actually merge the services. We discuss the pros and cons.

Separate, we dig into a new test by Netflix to potentially charge subscribers an extra fee for out-of-house users.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

This week Colin leads off with highlights of smart TV innovations announced at CES. Then we discuss why Peacock streaming every moment of every event of the upcoming Winter Olympics is a big win for the service and also a milestone decision for parent NBCUniversal.

Finally, HBO and HBO Max ended the year with nearly 74 million subscribers, which we both shows clear momentum and how they’re moving past the decision to withdraw from Amazon’s Channels programs earlier this year. HBO Max is one of few subscription services that doesn’t need Amazon’s distribution strength.

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Connected TV audiences reflect the diversity and age profiles of the U.S. population, making it a better platform for advertisers to achieve their key performance objectives compared to traditional TV (TV consumed though set-top boxes or over the air), according to Magnite’s new “CTV is for Everyone: U.S. 2021” report.

The percentage of Black viewers (13%) and Hispanic/LatinX viewers (20%) watching CTV match their respective share of the U.S. population. Asian viewers watching CTV slightly over-indexes their share of the U.S. population (8% vs. 7%). White viewers watching CTV slightly under-indexes their share of the U.S. population 59% vs. 60%). Importantly, the research found that traditional TV over-indexes for white viewers (69% vs. 60%) while under-indexing across Black, Hispanic and Asian audiences.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

HBO / HBO Max lost 1.8 million subscribers in the U.S. in Q3 2021. On the surface that might seem like a bad thing, especially given how hot the streaming business is these days. But as Colin and I discuss, this week, it’s actually a good thing, as it reflects the rolloff of many millions of subscribers who were acquired via a prior distribution deal with Amazon Channels.

HBO Max has made an intentional decision to focus on a direct-to-consumer strategy, which we think is smart. Back in August, I explained the challenges SVOD services have with third-party distribution, including with Amazon, based on my personal experience subscribing to AMC+ through Amazon.

After talking to industry colleagues since, I’ve become more skeptical about the long-term value to SVOD services in these deals. So a DTV strategy, especially for a big player like HBO Max, seems like the right one. As we also discuss, it’s also a smart move given HBO Max, as part of WarnerMedia, will be merged into Discovery in 2022.

Elsewhere in the podcast we talk about the per subscriber value of the ad-supported vs. ad-free business model, and why I think that in the long-term, the former is far greater in a connected TV dominated world with “full funnel” marketing capabilities. We also dig into HBO Max’s decision to have content parity starting in January between its ad-supported and ad-free tiers. Lots to digest.

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The U.S. SVOD market has undergone significant fragmentation over the past two years as new services have launched, according to the Q1 2021 Growth Report from Antenna, an SVOD insights provider. In Q1 ’19, Netflix and Hulu together accounted for over three-quarters (78%) of all SVOD subscriptions. But two years later, in Q1 ’21, their combined share fell to just over half (51%), with Disney taking 17%, HBO Max 11%, Paramount+ 7%, Starz 6%, Showtime 4% and discovery+, Peacock and Apple TV+ all at 2%.

Antenna didn’t report Amazon Prime Video numbers. Amazon said in its Q1 ’21 earnings report that 175 million Prime members have streamed TV shows and movies in the past year, though it didn’t provide any breakdown of U.S. share vs. rest of world.

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Yesterday, CNBC reported that HBO Max’s upcoming ad-supported tier will be priced at $9.99 per month, a $5 per month discount vs. $14.99 per month for its existing ad-free service. The $5 differential is mostly in line with the approach other subscription services with an ad-supported tier, such as Hulu, Peacock and Paramount+ have taken and is therefore unsurprising.

But there are still many interesting questions about the HBO Max ad-supported tier and how it will be positioned relative to the ad-free tier. One big one is which content will actually carry ads, and which won’t. At AT&T’s recent investor day, WarnerMedia CEO Jason Kilar said “We will not be having advertising inside the HBO original series.” Does “inside” mean that only mid-roll ads are off the table, but pre-rolls and post-rolls will be ok? Or does it mean no ads for HBO original series, period? If the latter, does it imply that Max originals are going to be the main content that will have ads?

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HBO Max is live on Roku devices, a day after Roku and WarnerMedia came to terms on an agreement. The HBO Max app can be downloaded from the Roku channel store and users can subscribe to HBO Max, which costs $15 per month. Roku users already subscribing to HBO will be automatically upgraded to HBO Max and can use their existing login information.

The Roku-WarnerMedia deal comes after a months-long stalemate between the companies and while terms were not disclosed, it makes lots of sense for both. For HBO Max, Roku’s estimated 46 million active users were a huge hole in its addressable audience. Missing Roku’s user base would have meant that promotions like “Wonder Woman 1984” coming on Christmas Day to HBO Max (and theaters) would have been under-optimized.

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I’m pleased to present the 516th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. As always, we hope our listeners are staying well.

After much anticipation HBO Max has launched and we share our initial observations on the app and content. Colin is especially impressed with the recommendation feature, which reportedly mixes algorithms and human curation. Even with its massive content library, HBO Max at $15 per month is at the high end of the market which should slightly limit its appeal.

A far bigger limiter is that neither Roku nor Amazon Fire TV are supporting HBO Max. Colin and I dig into what’s behind the conflict. Colin believes all the companies are seeking control over the user experience and the accompanying revenue and usage insights. In particular Amazon has around 5 million HBO Now subscribers through its Channels program that it is reluctant to see transition to HBO Max directly.

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I’m pleased to present the 495th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

In today’s podcast, our final one for 2019, Colin and I share our top 10 video stories of the year. Whether you agree or disagree with our top 10 (or the ordering), no doubt we can all agree it’s been quite an eventful year for the industry. But as busy as 2019 has been, 2020 is setting up to be a year of even more innovation and change.

As always, Colin and I have had a ton of fun discussing all of the industry’s happenings each week, and we hope you enjoyed following along throughout the year.

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Just before the WarnerMedia team took the stage to unveil details of HBO Max, Sony announced that would it shut down its 4 year old PlayStation Vue virtual pay-TV service on January 30th. The moves are 2 great examples of the constantly-shifting strategies of big media companies.

PS Vue was an early mover in virtual pay-TV (or “vMVPD”). But if you think of the industry in 4 quadrant terms, with price on one axis and channel lineup on the other, PS Vue was relatively high on both - it offered a mostly complete channel lineup competitive with traditional pay-TV operators, but not at a significantly reduced price (which is the top motivator for prospects).

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