Friday, December 9, 2022, 10:51 AM ET|Posted by Will Richmond
HBO Max is coming back to Amazon Prime Video Channels, reversing a move by prior owner WarnerMedia just over a year ago. Removing HBO Max led to an immediate loss of 5 million subscribers who had signed up through Amazon Channels (it’s unclear how many rejoined directly).
On today’s podcast, Colin and I try puzzle through why WBD, which is now HBO’s owner, would want HBO Max to rejoin Amazon Channels. Although Amazon will surely generate some incremental HBO Max subscribers, their lifetime value is likely to be far lower than HBO Max subscribers who sign up directly with the service. That’s because Amazon has “customer ownership” of these subscribers and shares little to no data with SVOD providers that would be critical to retention (starting with an email address to directly communicate with them). I wrote about my personal experience with this in August, 2021.
The move seems to suggest a push for incremental subscribers, despite the likelihood of a higher churn rate. That’s at odds with streaming services executives recent emphasis on profitability over pure subscriber growth. It’s possible Colin and I are missing something here. If you think you know what it is please let us know.
To wrap up the discussion we also discuss WBD's reported new strategy to collect its streaming services under the "Max" brand in 2023.
Listen to the podcast to learn more (34 minutes, 4 seconds)