Despite Highest SVOD Price, HBO Max a ‘Real Bargain,’ AT&T CFO Says

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.

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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.

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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.

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