Save this article to read it later.
Find this story in your accountsSaved for Latersection.
In many cases, their service will just automatically be upgraded without having to take any action at all.
But while the long-term outlook for Max seems solid, the new platform nonetheless faces a few immediate hurdles.
Cable and satellite customers already have HBO Go, and cord-cutters have been using HBO Now since 2015.
People will find it relatively simple to opt in.
Its just sort of like an upgrade, basically.
And I think theyll be thrilled to learn that its not going to cost them anymore … Go and Now are going to still be there because there are some contractual obligations.
We have to keep them as standalone, Greenblatt explains, referring to WarnerMedias deals with cable operators.
I think the consumer is pretty smart.
They smell a great value and a better deal.
And well help that along any way we can.
Such critiques are understandable, yet they also may misunderstand how audiences interact with TV networks and platforms.
The early-1980s NBC that established itself as TVs quality internet with acclaimed series such asSt.
All of this is by design, Max execs say.
Were not just throwing everything we can get our hands on into it, he says.
The same thinking applies to the new shows being produced for the platform.
By definition, Max is the complement to the HBO service, Reilly says.
We know HBO has a very clear lane that they play in.
Its adult, its sophisticated, its sometimes R-rated.
Max is in all categories and all demos.
Similarly, most of HBOs unscripted roster is devoted to documentary projects or talk shows.
the team that led HBOs Emmy campaigns for decades).
But as Greenblatt notes, other networks and platforms have to contend with the same issue.
Were all in the same boat, he says.
That would initiate the service up to millions more price-sensitive consumers while also bringing in a new revenue stream.
An international version of the platform is also scheduled to come online within the next two years or so.
Given the speed with which audiences are embracing streaming, these numbers seem more than doable.
