After one month on the market, HBO Max subscriptions stand at 4.1 million. However, a closer look at the data reveals a more complex picture.
HBO Max and HBO combine for a total of 36.4 million total U.S. subscribers. Of those 36.4 million, 23.6 million are considered HBO Max eligible "wholesale" subscribers, meaning they get HBO through their Pay TV provider and can upgrade whenever they want for free. Another 3 million are HBO Max "retail" subscribers who get their service by paying WarnerMedia directly.
With the total number of HBO Max subscribers sitting at 4.1 million and 3 million of those coming from "retail," that leaves only 1.1 million from "wholesale." That means that, of the 23.6 million HBO Max eligible "wholesale" subscribers, only 5 percent have upgraded to HBO Max. Furthermore, when looking at the total number of 36.4 million, over 30 million subscribers have yet to sign up for HBO Max.
Of the 36.4 million, not everyone is eligible for the upgrade. 5.9 million subscribers get HBO through a cable provider that does not offer HBO Max, meaning they cannot upgrade. Another 3.9 million who get HBO through Amazon Fire TV and Roku devices are in a similar situation.
The numbers, however, are expected to go up in the coming months. HBO will be discontinuing its HBO Go and HBO Now apps on various cable and streaming devices on July 31, which may encourage more people to subscribe. WarnerMedia also plans on developing an ad-based version of the streaming service for 2021, which could attract those who are not willing to pay the standard $14.99 per month fee.
(Via Variety)