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Monday, July 26, 2021

HBO Max Looks to Lasso Big Gains in 2021 After Stumbling Out Of The Gate

Despite tech delays, brand confusion, leadership changes and a lengthy carriage dispute with Amazon, HBO and HBO Max quietly added an impressive 4.9 million combined U.S. subscribers from the beginning of April through the end of September.

HBO Max’s two huge news items this month — launching on Amazon Fire TV devices and scheduling Wonder Woman 1984 to premiere on Christmas Day — have put the streamer on the growth track. In the third quarter of 2020, HBO and HBO Max added 1.7 million U.S. subscribers, outpacing Hulu (1.1 million), CBS All Access (900,000), Disney+ (250,000) and Netflix (200,000).

“We suspect high profile IP at no extra cost in Wonder Woman 1984 will go a long way to driving HBO Max subscribers to start using HBO Max,” LightShed Partners media analyst Rich Greenfield wrote in a recent research note, suggesting that as many as 2 million HBO Max subscribers may watch the film on Christmas Day.

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