Battle of the Streaming Services: HBO Max Launches in 2020 and They Mean Business

Whether you’ve been a diehard Game of Thrones fan since the beginning, an avid Marvelous Mrs. Maisel viewer, or a binge-watcher of classics like Friends, you’ve likely witnessed the streaming war first hand. Entertainment leaders like Netflix, Amazon, Hulu and HBO have all been vying for increasingly coveted subscriber engagement — and the dollars that come with it. And with brands like Disney+ and AppleTV+ joining the streaming game, the battle for audience attention is only getting fiercer.

In an effort to rise above the newcomers and steal the top spot from incumbents like Netflix, HBO (owned by WarnerMedia) is set to launch HBOMax in 2020, a robust new streaming service that is predicted to help the brand inch ahead in the race for viewers.

While HBO counted 54 million cable subscribers in 2017, the network had just seven million U.S. subscribers on its HBO Now app in 2018, compared to Netflix’s 58.4 million and Hulu’s 28 million. And at $14.99 a month, HBOMax is one of the most expensive streaming apps on the market. Netflix comes in at $8.99 for its basic plan, $12.99 for standard and $15.99 for premium; Hulu costs $11.99 without ads or $5.99 with ads, and Disney+ is $6.99/month, or $12.99 when bundled with ESPN+ and commercial-supported Hulu.

So how does HBO plan to dominate the space with its new streaming service?

First, they’re differentiating the platform with unprecedented variety. HBO Max will offer access to programming from all of Warner’s properties, including Warner Bros. movies, HBO, Cinemax, DC Entertainment, CNN, TNT, TBS, Cartoon Network, Looney Tunes and more. It’s essentially like having cable and HBO all in one. The service will also have favorites like The Fresh Prince of Bel Air and Friends, which is leaving Netflix for an exclusive 5-year deal on HBO Max. It’s a smart move to compete with Disney+, which is home to popular franchises like Star Wars and Marvel, as well as all the Pixar movies, Disney classics, and National Geographic documentaries.

HBO also plans to ramp up exclusive content and original programming, with an anticipated 150+ hours of original scripted series and movies hitting the app in 2020. According to TV Guide, HBO Max is set to release 50 original titles by 2021, primarily geared towards families, millennials, and women. This aggressive programming plan will help HBO Max compete against the likes of Netflix, whose popular original series’ like Stranger Things and The Crown and films like Always Be My Maybe have kept the streaming service at the top of the rankings for years.

Additionally, HBO is drawing on top Hollywood producers and actors to attract audience attention. HBO Max has inked deals with Star Trek creator J.J. Abrams, as well as Greg Berlanti (of DC and Dawson’s Creek fame) and Reese Witherspoon, who will produce original movies for the streaming service. These big names will help the service sustain competition from Apple TV+, which has an exclusive content deal with Oprah Winfrey and exclusive streaming rights to The Morning Show series starring Jennifer Anniston and Reese Witherspoon.

Lastly, HBO is strategically offering subscription deals to draw customers to its new streaming app. According to CNET, AT&T is planning to offer HBO Max for free to its AT&T unlimited data subscribers who already pay for HBO, an estimated 10 million subscribers who could join the platform. HBO NOW subscribers who are billed directly through HBO will also get access to HBO Max for free in 2020.

As we gear up for the New Year, new shows, and new viewing options, which streaming service do you think will come out on top? Will HBO Max have the variety, original programming, A-list talent, and subscription deals to make it a winner in the battle for audience attention? Our team of app advertising experts will be tuning in to see who makes it out on top in the coming months, so be sure to follow along on our blog.