HBO Max to launch new ad-supported streaming tier in June
HBO has announced a new streaming tier, HBO Max with Ads, providing consumers with the option to receive the premium service for USD$9.99 per month amidst a wider boom in streaming services throughout the pandemic. The new service will be available from the first week of June.
The ad-supported subscription tier will give consumers a choice between the existing ad-free version of HBO Max at USD$14.99 per month, or an ad-supported experience for USD$9.99 per month.
Subscribers to the ad-supported tier of HBO Max will have access to the full HBO Max content catalogue, excluding Warner Bros. Same-Day Premiere films debuting in theatres and on HBO Max throughout 2021.
“HBO Max with Ads will bring our beloved entertainment brands and franchises to even more consumers at this new, lower price point-while, for the first time, elegantly connecting brands to the premium, iconic IP that defines this service,” said Tony Gonçalves, EVP and Chief Revenue Officer for WarnerMedia.
At the recent 2021 WarnerMedia Upfront, the brand also debuted new and original series including “And Just Like That…,” teased special events like “FRIENDS: THE REUNION,” a real-life unscripted celebration of the beloved show, and previewed forthcoming seasons of “Legendary,” “The Flight Attendant” and “Search Party,” among others.
“HBO Max with Ads provides a superior marketing environment, featuring the lightest ad load in the streaming industry, driving engagement with consumers and efficacy for our partners,” said JP Colaco, Head of Advertising Sales for WarnerMedia.
“Couple that with beloved premium content spanning all genres and audience segments, and we are delivering the best ad offering available in market today.”
HBO Max is also scheduled to launch (without ads) in 39 countries across Latin America and the Caribbean in late June, and the HBO-branded streaming services in Europe (the Nordics, Spain, Central Europe, and Portugal) are scheduled to be upgraded to HBO Max later this year.