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Anyone who pays little attention to the television scene will know that we have long entered the time period widely known as the “broadcast wars”. Just in the past few years, TV viewers who enjoy having so many options have been able to easily go from simply being interested in subscribing to the Big Three (Netflix, Hulu, Amazon), to feeling the need to at least try out more than a handful of new and impressive options. One of those is definitely HBO Max, but now that HBO as a whole has faced a loss of 5 million customers after splitting from Amazon, the broadcast chief hasn’t bothered, and we know why.
If you’re not an Amazon Prime subscriber, you might not know that, besides Amazon Prime Video already having plenty of options for watching TV and movies, you can also add other streaming programs to the service via its channel program for an additional fee. But, after HBO Max arrived on Amazon channels in November 2020, the streaming device (and all other HBO channels) was removed by early August 2021. HBO had nearly 5 million subscribers across Amazon, which means those folks are now gone into the ether. flowing.
In an interview with Bloomberg, Andy Forsell, general manager of HBO Max, revealed that he’s not worried about missing subscribers, and said:
Early agreements with Amazon provided the new operators with an easy opportunity to gain customers, while offering many benefits to these subscribers. You’ll get a free trial to try out the channel’s options, and you can also easily pay and access all of its content with a service you already know, without having to worry about new passwords, screen names, or downloading more apps. But, according to Forssell, those same consumer benefits were actually a negative for HBO and HBO Max.
With Amazon, HBO Max couldn’t have a direct relationship with its customers, because everything from billing to user interface basics was controlled by the tech giant. So, while dropping out of the channel game now means the departure of several million customers, Forsell is confident that the best way forward for HBO Max is to directly reach its subscribers by getting them to use their apps, and that makes a lot of sense.
Even if you watch the service through Amazon, at least I had a good time trying it out. I doubt anyone who really loves what HBO Max has to offer would currently consider using the app to continue.
For now, Amazon still reserves the right to let former HBO customers know how to continue accessing network content, including content exclusive to HBO Max. But, it is unknown if the e-commerce site will offer any help to help subscribers with the transition, knowing how there is basically no motivation for those behind the company to help.
Meanwhile, Andy Forsell also noted that leaving Amazon wouldn’t stop HBO from achieving its year-end goal of more than 70 million subscribers (it currently has about 67.5 million subscribers worldwide), so you can’t blame him for thinking these are the best. A way for HBO Max to move into the future.