WarnerMedia CEO: Ad-Supported HBO Max Has $80 In Upfront Deals

HBO Max has exploded into the streaming market, and it’s still picking up steam. Now, advertisers are plunking down money to get in early on the next big thing.


The service is already smashing expectations for subscriber growth, with 17.2 million accounts at the end of 2020, and it’s latest move could send its numbers rocketing even higher. This June, HBO Max will reportedly roll out a new, less-expensive, ad-supported tier aimed at a whole new base of potential viewers and fans.


HBO Max is growing so solidly that advertisers are chomping at the bit to get in on it. According to WarnerMedia CEO Jason Keiler, HBO Max already has $80 million in upfront advertising commitments.


Part of what is exciting advertisers is the appeal for consumers. The only difference between the $15 standard tier and the ad-supported one to come is that the AVOD option will not include Warner Bros.’ new 2021 day-and-date movie releases. Also, Kilar noted that “HBO Max AVOD version will not include advertising in HBO original series.”


AT&T now projects HBO Max to have 120 million subscribers by the end of 2025, up from the previous estimate of 75 million made in fall 2019. According to Kilar, half of those in 2025 are expected to be in non-U.S. markets.

 

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