HBO and HBO Max Added 3 Million Subscribers in the First Quarter

HBO and HBO Max continue to grow market share and combined subscriber bases globally. Majority parent AT&T April 21 reported that the pay-TV platform and branded subscription streaming video service ended the first quarter (ended March 31) with 76.8 million subscribers worldwide. That’s up 3 million subs from the end of 2021.

By comparison, Netflix, despite shedding 200,000 net subs, ended Q1 with more than 221 million subs.

The numbers exclude free trials, basic and Cinemax subscribers. Domestic Max/HBO subs also consist of U.S. accounts with access to Max (including wholesale subs and members receiving access through bundled services with affiliates that may not have signed in) and HBO accounts.

Both Max and HBO are minority owned and majority operated by Discovery as part of the new Warner Bros. Discovery media company (formerly WarnerMedia) after the $43 billion asset sale by AT&T to Discovery.

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Global Max and HBO subscribers increased 12.8 million from 64 million subs at the end of 2020. AT&T said the growth was primarily driven by international as well as domestic retail subscriber gains, which it claimed reflected the strength of the programming slate.

At the end of the quarter, there were 48.6 million domestic Max and HBO subs versus 44.2 million in the year-ago quarter, up 4.4 million subs from the previous year period.

“AT&T has entered a new era, meeting this opportunistic moment from a position of flexibility and strength thanks to our evolving networks, enhanced customer experience, growing 5G and fiber customer base and a much stronger balance sheet,” AT&T CEO John Stankey said in a statement.

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