AT&T’s big play in the streaming space, HBO Max, launched at the end of May. The majority of users of the service’s more limited predecessor HBO Now were given free upgrades to the new service, and a new report from discovery app Reelgood has found that 71% have already opted for the new service less than two months after its launch.
The free upgrade was only applicable to HBO Now users who are billed directly through HBO rather than through a third party such as Amazon Prime or Apple.
The report will make for positive reading for AT&T, with getting existing customers on-board being the operator’s primary focus at launch.
Still, analysts have largely panned the initial rollout, with two leading analysts branding the launch as “chaotic” with a “mess” of brands.
Speaking on TV Watch, the new podcast from Digital TV Europe, Omdia senior analyst Sarah Henschel said that “there have been some missed opportunities; I think in terms of messaging out to consumers they are still quite confused on what the offering is and how it differentiates between other services like HBO Now and HBO Go. It’s been a confusing launch, especially compared to other services which have already launched.”
For those users who have adopted the service, the Reelgood report also notes that HBO Max’s initial viewing is dominated by current movies and older shows.
Joker, the controversial Batman villain origin story, has proved to be the most popular single movie between May 28-July 2, with the film accounting for 7.3% of all film streams on the service. The Brad Pitt-starring Ad Astra was second with 5.2%.
In terms of TV shows, adult animated comedy Rick and Morty was top, accounting for 7.9% of all TV series streaming. Game of Thrones was second with 7.6% while Friends was third with 4.3%.
Film streaming has dominated the initial viewing, accounting for 70.4% of all streams on HBO Max. TV shows make up 26.6% of all playback. There are currently a total of 1,854 movies and 437 TV shows on HBO Max, according to Reelgood.
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