May 12, 2020
When HBO Max launches later this month (May 27), it will be the one of most expensive high-profile subscription streaming video services at $14.99 monthly — more than twice the price of Disney+ and two dollars more than Netflix’s standard plan. WarnerMedia is offering the service for $12 monthly for a year if pre-ordered before May 27.
That’s still a great deal to AT&T CFO John Stephens. Speaking online May 12 at the virtual MoffettNathanson 7th Annual Media & Communications Summit, Stephens said Max would “quite frankly” attract many more demographics than competing SVOD services.
Indeed, Max will feature a “Friends” reunion (delayed due to the coronavirus), a “Gossip Girl” reboot and a Grease spin-off, among other original fare.
“So from that perspective, I think it’s something that’s going to be accepted as very high-quality and significant content that goes across the whole family unit or multiple individuals, as opposed to just one demographic. As such, I think it’s at the right price point,” Stephens said.
The executive said the platform would be tweaked and adjusted based on consumer feedback.
“[We’ll] see how that plays out. We’ll make adjustments,” Stephens said.