HBO Max’s Ad Plan: 5 Key Takeaways

Now WarnerMedia, in a bid to maximize its streaming base, has rolled out a cheaper version of HBO Max with ads — $9.99 monthly, 33% less than the regular $14.99 no-ads plan.

JP Colaco, an ex-Hulu exec who is Warner­Media’s head of advertising sales, says with a minimal ad load, consumers may actually watch more content and ads.

The ad-supported version could increase the product’s market reach by 20%, according to HBO Max GM Andy Forssell.

films that debut in theaters and on HBO Max throughout 2021; those titles will come to all customers in a later window.

The heaviest lift was building a highly scalable system that could accommodate multiple plans with different features en­­abled or disabled, says Julian Franco, VP of product management for HBO Max with ads.

“I have to believe consumers will look at that and say, ‘You are not giving me a deal — you are double-dipping,’” says Forrester media analyst Jim Nail.

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