TV or not, HBO’s efforts to expand from TV into streaming have ensnarled HBO Max’s debut, creating a dense cluster of HBO-branded streaming services that WarnerMedia is trying to untangle so it isn’t competing against itself in the streaming wars.
When WarnerMedia launched HBO Max on May 27, it marked the AT&T-owned media company’s third streaming service in the market to bear the TV network’s branding. There’s HBO Go, the streaming service for people who subscribe to HBO through a pay-TV provider. There’s HBO Now, the streaming service for people who do not subscribe to HBO via a pay-TV provider. And there’s HBO Max, the streaming service for people who do or do not subscribe to HBO through a pay-TV provider.
Soon-to-be AT&T CEO John Stankey can joke that the decision of whether to subscribe to HBO Now or HBO Max is an “IQ test.
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