Amazon and WarnerMedia have entered into a new interim agreement that will allow HBO Now customers to continue streaming on Fire TV while companies continue to negotiate HBO Max.
Before we go any further, let’s discuss this situation. In April, WarnerMedia launched a new jewelry streaming service, HBO Max. The application was available everywhere except Amazon Fire TV and Roku. Two weeks after the launch of HBO Max, WarnerMedia announced that it is getting rid of the HBO Go application. This allows HBO customers who have purchased a network through their cable provider to stream content. WarnerMedia also announced that HBO Now will simply become HBO. To sum it up quickly: HBO Go disappears, HBO Now becomes HBO and HBO Max is still not available to Amazon customers.
WarnerMedia also announced that Amazon will not have a new HBO application available as of July 31. This meant that it would not be possible for Amazon to track approximately 5 million HBO subscribers on Amazon. However, Amazon and WarnerMedia have now entered into an agreement that will allow HBO Now’s customers to stream the network today, according to variety.
Under the new agreement, standard HBO subscribers who subscribe to Amazon Prime video channels (an ecosystem with a bunch of additional channels) can continue streaming the network. Whether HBO remains part of the channel ecosystem is part of the dispute between WarnerMedia and Amazon. Negotiations on HBO Max have reportedly stalled.
Is it all unnecessarily complicated? You bet! Does this mean that HBO Now customers will forever use the brand new HBO app? Who knows! Will HBO Max ever come to Amazon? I wish I had a Magic 8-Ball.
There is also another elephant in the room: Roku. HBO Max didn’t even land on the platform and HBO Go also fits. However, unlike Amazon, WarnerMedia and Roku have already entered into an agreement that will allow HBO Now customers to continue streaming in the newly designed HBO application.
Why is it so confusing? WarnerMedia wants its HBO customers to use HBO Max. This means that cable customers also digital the first streams that use HBO Now. The conversion of these participants was a pain for WarnerMedia, according to AT&T CEO John Stankey, who spoke about HBO Max in AT & T’s recent profit statement. Get Rid of HBO Go and HBO Now that names allow WarnerMedia to make offers a little easier in the future: HBO and HBO Max. I think the goal is to end up offering only HBO Max.
Trying to understand WarnerMedia’s branding strategies (and to a much greater extent AT&T) is a daunting task. All you need to know is that if you subscribe to HBO Now or HBO through Amazon Prime Video Channels, you will still be able to stream the network from August 1st. Feel free to enjoy it Perry Mason at a quiet speed instead of trying to stuff it all at once.