Research: HBO Max Subs More Likely to Pay for Additional Services

HBO Max subscribers in the United States are far more likely than Disney+ or Netflix subscribers to pay for additional video services, according to Interpret Insights’ New Media Measure.

While 27% of HBO Max subscribers pay for four to five other video services, only 12% of Netflix subscribers and 17% of Disney+ subscribers do the same, suggesting that HBO Max “is seen as highly complementary to other options in the market,” according to Interpret.

While HBO Max has benefited from Warner Bros. movies debuting on the service at the same time they hit theaters, that is poised to change next year as an (albeit shorter) theatrical window returns, according to Interpret.

“The big challenge as HBO Max enters 2022 will be securing exclusive content to maintain this momentum,” Interpret wrote.

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