WBD launches Max, offers expanded 4K content on premium ad-free tier

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by Samuel Pordengerg May 23, 2023 News
WBD launches Max, offers expanded 4K content on premium ad-free tier

Warner Bros. Discovery launched a new subscription streaming service on Tuesday called Max, which replaces the previous HBO Max app.

Home, reality and lifestyle content from brands like Food Network, Discovery Channel and more can be found on the Max service.

There are three tiers, including an ad-free and a premium plan. The price of the existing subscription is the same as the price of the new one. The plans and prices are listed here.

  • Max ad-lite: $9.99 per month/$99.99 per year, offers two concurrent streams, 1080p resolution, 5.1 surround sound quality, no offline downloads.
  • Max ad-free: $15.99 per month/$149.99 per year, offers two concurrent streams, 1080p resolution, 5.1 surround sound and 30 offline downloads.
  • Max Ultimate ad-free: $19.99 per month/$199.99 per year, offers four concurrent streams, up to 4K UHD resolution, Dolby Atmos sound quality, 100 offline downloads.

Game of thrones, The Last of Us, and Harry Potter are just a few of the popular titles that will be available on Max at launch. Existing HBO Max subscribers will have access to their current features for at least six months after launch, according to WBD.

WBD has implemented more advanced technology that allows them to release more 4K content in a more efficient way. Max will offer more than 1,000 films and episodes in 4K at launch, and we will be adding more every month.

When Warner Bros. movies come to the Max streaming service after theatrical windows, they will be available in 4K Ultra HD.

WBD said a large portion of existing HBO Max subs will see their apps automatically updated, while some will be required to download the new updated Max app. The new app will show the previous plans, profiles, and settings of the current subs.

WBD made the pitch that its broader service offers something for everyone in the household while also making product with the slogan "The one to watch." WBD made the pitch that its broader service offers something for everyone in the household while also making product.

According to the latest Digital Media Trends survey, consumers are showing signs of subscription fatigue and wallet-consciousness, and in turn are looking for cheaper options that offer better value.

Around a third of consumers plan to reduce their number of entertainment subscriptions, according to a survey. Video subscription stacking declined for the first time in five years in a recent survey.

Younger generations are more likely to leave a service than older ones, with Gen Z and younger consumers more likely to leave a service than older consumers. Around 25% of subscribers will participate inchurn and return within six months.

Tony Marlow said that ad load and library depth and breadth are important for a good TV experience.

In today's media landscape where a comprehensive content library is a significant asset, Max is positioning itself to appeal to a wider audience than either of its predecessors could have. The combination of original programming with popular content from an expansive library is being realized.

The ongoing writers strike is an example of why a diversified library is important.

The recent strike shows the importance of keeping a diverse collection. Max is attempting to cater to a wide range of viewer preferences through a combination of reduced ad load, varied content from its library, and tiered pricing.

Despite changes such as the Max launch, J. Christopher Hamilton, an entertainment attorney and Syracuse University professor, expects the media industry to continue on a familiar trajectory.

Most things will remain the same, such as cost cutting, cost containment, and agendas that support business growth amid a declining US economy, a massive WGA labor strike and the slow death of cable and broadcast television, according to Hamilton. Shows being removed from streaming platforms to save on residual payments and massive swings to capture new domestic and international market share will continue.