HBO Max to focus on reducing churn

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 02, 2021, 3:50 AM GMT+0

The ad-supported HBO Max is expected to launch this week with a monthly subscription of $9.99.

HBO Max AVOD subscribers would have access to the full HBO content catalogue. But they would not have access to The Warner Bros. movies that would be available for the ad-free version subscribers on the same days as theatres, at least for sometime.

As per WarnerMedia, a “light” ad load of four minutes or less per hour is expected. WarnerMedia CEO Jason Kilar says that HBO Max would be “the most brand-safe, elegant experience for advertisers” in the entire industry.

SpringServee’s Joe Hirsch observes that at least upon launch, ad-supported HBO Max will either have limited-capacity access or no programmatic buying access at all. This, he expects, could be because of the brand wanting to have “control over creative audit and ad experiences.”

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