HBO app confusion prompts WarnerMedia to cancel HBO Now, HBO Go
HBO Max has an abundance of programs, including "Friends", "Wonder Woman", "The Dark Knight", "The Sopranos" and "The Not Too Late Show With Elmo".
With the launch of the HBO max streaming service, WarnerMedia encountered mass confusion in the market.
Despite the company's tremendous advertising push, consumers had difficulty engaging with HBO Max. Some wondered how the latest HBO offering - which debuted on May 27th - was different from three previous iterations of the premium TV network that featured Game of Thrones, Succession, The Wire, and The Sopranos "was known.
WarnerMedia, owned by telecommunications giant AT&T, acknowledged the problem on Friday and said it would take steps to end the confusion. The company plans to discontinue its HBO Go app by July 31 and to abandon the HBO Now brand name.
HBO Now - with more than 10 million subscribers - is simply called HBO.
"Now that HBO Max has been introduced and is widely used, we can make some significant changes to our app offering in the United States," WarnerMedia said in a statement. "We will let our HBO Go service go under in the United States."
The company said that "existing HBO Now subscribers can access HBO through an app called HBO."
And for HBO Go users: "Most customers who have traditionally used HBO Go to stream HBO programs can now do so through HBO Max, which along with so much more access to all HBO applications," said WarnerMedia .
In the future there will be two platforms: HBO and HBO Max.
WarnerMedia has not announced how many users have signed up for HBO Max, the new streaming service for $ 14.99 per month. Therefore, it is difficult to know whether the confusion is affecting subscription sales. The service started amid the COVID-19 pandemic and just as the protests against George Floyd's death became a historic, multicultural movement.
The Sensor Tower company, which analyzes the app economy, estimates that the HBO Max app has been downloaded almost 2 million times in the U.S. since the service's debut. On day one, HBO Max replaced the company's previous app, HBO Now. However, Sensor Tower research does not show how many existing HBO customers have upgraded to HBO Max.
AT&T plans to release subscriber numbers as part of its second quarter earnings call next month.
Disney + attracted 10 million subscribers on the first day of last November, but WarnerMedia expected HBO’s signups to be much lower as HBO already has more than 30 million customers.
HBO Max is a streaming platform that offers HBO programs including a library of award-winning shows and additional content from the Warner Bros. Studio, New Line Cinema, DC, TBS and Cartoon Network, and a handful of Max Originals. There are plenty of old TV shows, including "Friends", "The West Wing" and "The Big Bang Theory", as well as films like the Harry Potter franchise, "Wonder Woman", "Citizen Kane" and "A Streetcar Named" " Desire."
WarnerMedia used HBO to brand its new service because HBO has long been the gold standard for prestige television. Trying to hold onto this quality patina while gaining a broader subscriber base has messed up the message.
There have been various incarnations of HBO over the years to respond to changes in vision. HBO, the premium TV channel, was launched in 1972 and was available to pay TV customers.
HBO Go was launched in 2010 to give Pay TV customers and Amazon Prime members the ability to access HBO broadcasts on smart TVs and mobile devices. Five years later, HBO Now debuted as an independent streaming service that offers HBO series, specials and films. It was aimed at subscribers who had high-speed Internet but no Pay TV package.
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