November 16, 2020
WarnerMedia’s SVOD platform HBO Max Nov. 16 got a huge boost when it announced the streamer would officially join Amazon’s Fire TV platform, including Fire TV Edition smart TVs and Fire tablets, on Nov. 17. Max has been conspicuously absent from Fire TV (and the Roku platform) since launching six months ago — hindering subscriber growth, according to experts.
This launch brings HBO Max into the living rooms of tens of millions of Amazon device customers.
Upon Fire TV availability, current subscribers of HBO through Amazon’s Prime Video Channels will be able to log in to the Max app with their Amazon credentials at no additional cost. The HBO app on Fire TV and Fire tablets will automatically update to become the Max app; customers will be able to log in using their existing HBO credentials. New customers can also subscribe to Max directly in the app. Additionally, all existing Max customers — regardless of how they subscribe to the platform — can now access all of Max via supported Fire TV and Fire tablet devices using their existing provider credentials.
Previously, Max users could only access original and exclusive content when downloading and registering separately with the Max app — a scenario that hindered sub growth, according to observers. Max remains absent from the Roku platform.
“We are very excited that Amazon customers will now be able to enjoy the best-in-class content that lives within HBO Max,” Tony Goncalves, head of sales and distribution for WarnerMedia, said in a statement. “Fire TV is a favorite among customers and we look forward to working with the Amazon team to engage and grow our existing subscriber base by showcasing all that Max has to offer.”
With Amazon Alexa, at launch customers can navigate to the Max app by saying “Alexa, find HBO Max” with Fire TV’s included Alexa Voice Remote or a paired Echo device for hands-free control. Max content is also integrated into universal search on Fire TV, meaning that its content will appear in searches such as “Alexa, find dramas” or “Alexa, find ‘Game of Thrones.'” Customers can also ask Alexa to start watching something specific; “Alexa, play The Undoing.”
“We’ve worked closely with HBO for many years to bring their great content to Fire TV and to make it easier to discover and enjoy with features like search integration, Alexa and personalized recommendations,” said Marc Whitten, VP of Amazon Entertainment Devices and Services, “We are excited to continue that partnership with the launch of HBO Max to bring even more incredible content to customers on Fire TV.”
This month, Max features the debut of Max Originals, including “The Flight Attendant,” starring Kaley Cuoco, Superintelligence with Melissa McCarthy and the “Fresh Prince of Bel-Air Reunion,” plus the premieres of HBO’s new series “Industry” and special event “Between the World and Me,” an adaption of the New York Times best-selling book by Ta-Nehisi Coates. Movies Magic Mike, 13 Going on 30 and The Dark Knight are also available on Max this month. December brings the return of “Euphoria” with a special episode and the debut of Steven Soderbergh’s film Let Them All Talk, starring Meryl Streep, as well as the platform’s very first holiday special, My Gift: A Christmas Special From Carrie Underwood.