HBOMax: Max Shows, Humble Start

HBO Max is launching with a high demand content library, including marquee titles such as Friends, The Big Bang Theory, and Game of Thrones. The service will carry 14% of the top 50 titles by US demand over the past year, compared to 6% for Disney+. However, whereas Disney+ had The Mandalorian at launch, HBO Max appears to be light on new original tentpoles – a key subscriber acquisition variable particularly important for premium mass-market propositions. The industry-wide production delays caused by coronavirus will only exacerbate this. That means the service is likely to face an uphill battle at launch to attract subscribers beyond existing loyal fans (still in the tens of millions). Our data suggests in the foreseeable future, HBO Max is likely to compete near the top of the ‘chasing pack’ of streamers (alongside Disney+ and CBS All Access), behind Netflix, Hulu and Amazon Prime Video.

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  • Improve your understanding of advanced TV metrics.