January 18, 2021
WarnerMedia has quietly extended to March special pricing for subscribers willing to prepay for 12-months of HBO Max service. The service, which traditionally costs $14.99 — the most expensive SVOD on the market — is effectively charging $11.66 monthly for subs paying the annual $69.99 charge.
Since launching May 27, 2020, HBO Max has aggressively sought to boost sluggish subscriber growth that tallied just 8.6 million subs through Sept. 30, 2020 (upped to 12.6 million in December). WarnerMedia now combines Max subs with HBO to boast more than 38 million members.
The growth was hampered from the start when WarnerMedia failed to secure distribution through Roku and Amazon Fire TV — two major consumer gateways to third-party SVOD services. The Max app is now available on both platforms.
“We’re breaking new ground in the months ahead, and we can’t wait to work with our longtime partners at Roku to build on our past successes and bring Max’s entertainment to Roku’s large and highly engaged audience,” Tony Goncalves, chief revenue officer at WarnerMedia, said in a statement last month.