Andy Forssell de HBO Max
Starting this Wednesday, HBO Max’s streaming catalog and premium user experience will become even more accessible with the launch of a new advertising-supported subscription tier, rolling out throughout the day. With this launch, HBO Max now provides consumers the flexibility to choose between the existing ad-free subscription option at US$14.99 per month, or one with ads for US$9.99 per month.
For even further savings, HBO Max is offering new and returning subscribers the option to pre-pay and save more than 15% by signing up for the ad-supported tier of HBO Max for US$99.99/year or without ads for $149.99/year.
“Advertising is a time-tested way to reduce the cost of great entertainment and reach a wider audience,” said Andy Forssell, EVP & general manager, HBO Max. “We’ve worked hard to create an elegant, tasteful ad experience that is respectful of great storytelling for those users who choose it, and which we’re confident will deliver for our advertising partners as well.”
Both HBO Max subscription tiers offer access to the streaming platform’s exciting lineup of new original programming, as well its deep catalog of content from iconic entertainment brands including HBO, Warner Bros., DC, Turner Classic Movies, Cartoon Network, and more.
The ad-supported tier will not include the ability to download content for offline viewing, and streaming video quality will be capped at 1080p. Warner Bros. same-day premiere films debuting in theaters and on HBO Max throughout 2021 are not included in the HBO Max ad-supported tier but will become available on both tier options when the film’s debut via the HBO service in the months following their theatrical releases as part of HBO’s output deal with Warner Bros.
At a maximum of four minutes of commercial time per hour, HBO Max’s ad-supported subscription tier launches with a commitment to the lowest commercial ad load in the streaming industry, minimizing disruption to viewing while maintaining a premium user experience for the entire family. Additionally, ads will not play during HBO programming. Over time, subscribers can expect to see greater personalization in the ads they do see with more innovation in formats to come.
More than 35 brands across all major categories are slated to go live on HBO Max this June, including two Brand Block partners in auto and insurance, with 72 creatives currently housed for campaigns. By deploying industry-leading frequency caps, advertisers are encouraged to lean into a greater variation of creative and formats to enhance the consumer experience.
