When streaming service HBO Max relaunches as “Max” on Tuesday, Warner Bros. Discovery Inc. will find out if it can attract more subscribers by combining critically acclaimed dramas that some call “guilty pleasures.” Saying reality show.
In an effort to broaden the service’s appeal, “Max” will bring together high-quality HBO shows such as “Succession” and Warner Bros. Discovery’s food, home and lifestyle content such as “Fixer Upper: Welcome Home.” The number of people canceling it every month on the original HBO Max and less. It also plans to expand its portfolio of children’s content.
Warner Bros. Discovery initially announced the planned changes on April 12.
The media company created by the 2022 merger of WarnerMedia and Discovery is betting that the inclusion of Discovery content will help retain viewers who typically tune in to HBO to watch one season of their favorite series and then the next. subscribe to Max. ,
It’s a formula that has worked well in Poland and the Nordic countries with the Discovery+ service.
JB Perret, president and CEO of global streaming at Warner Bros. Discovery, said that “in markets where scripted entertainment and non-fiction mix together, we know the proposition works,” adding that despite the common belief that HBO Viewers “just live” in an HBO ivory tower, the reality being that we all experience guilty pleasures.”
With the upcoming “Harry Potter” series, “Game of Thrones” prequels and “The Penguins” inspired by DC Comics and starring Colin Farrell, Max will also attempt to tap into the company’s rich trove of entertainment franchises. Perret said the company is also looking at how to integrate sports into its streaming offering.
In first-quarter results announced earlier this month, Warner Bros. Discovery said its streaming unit, which includes HBO Max and Discovery+ services, posted an adjusted pre-tax profit of $50 million, compared to a loss of $227 million last year. Tax benefit earned. , Added 1.6 million customers.
“Our US streaming business is no longer a conduit,” Chief Executive David Zaslav said in a post-earnings conference call.
It’s a milestone for a division that was losing money trying to gain customers and gain a foothold in the industry’s digital future. However, Zaslav said that HBO Max’s turnover was unacceptably high. According to analysis company Antenna, 6.5% of HBO Max subscribers canceled the service in April, more than double that of its competitor Netflix Inc.
Discovery+ will remain a standalone platform, although its most popular shows will also be available on Max.
Max has three tiers: an ad-supported version for $10/month and an ad-free version for $16/month, both with the ability to stream on two devices simultaneously, and an ad-free version for $20/month Version that can be used on four devices at the same time.