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State of the Screens

How Is HBO MAXimizing Growth?

By February 5, 2021No Comments

HBO MAX on TV

HBO Max domestic subscriber projections (YoY growth) according to AT&T:
1) 2019 – 34M
2) 2020 – 42M (↑ 22%)
3) 2021P – 38M (↑ 6%)
4) 2022P – 41M (↑ 8%)
5) 2023P – 44M (↑ 7%)
6) 2024P – 47M (↑ 7%)
7) 2025P – 50M (↑ 6%)

Why this matters: HBO has already grown its subscriber base past the 2022 projection.

HBO MAX Domestic Subscribers

Wow: HBO added more subscribers in 2020 than the prior ten years combined!

Big question: What drove sign ups?

Quick answer: Wonder Woman 1984

Disney Plus and HBO MAX Daily Subscribers

First-run movies make HBO Max more valuable, according to Maru/Matchbox:
1) HBO Max activations – 92%
2) HBO without Max activation – 71%
3) Non-HBO (Max) – subscribers – 30%

HBO Max eligibility (% of total HBO subscribers) according to ANTENNA:
1) Eligible + not activated – 20.5M (50%)
2) Eligible + activated – 17.2M (41%)
3) Not eligible – 3.8M (9%)
4) Total HBO subscribers (US only) – 41.5M

HBO + HBO MAX Subscriber Breakout

Self-reported usage of HBO Max according to YouGov:
1) Aug-20 – 7%
2) Sep-20 – 6%
3) Oct-20 – 12%
4) Nov-20 – 13%

Self-Reported Usage of HBO MAX

Mr. Screen’s Crystal Ball: Enough pent up demand exists for advertising against premium streaming content that an HBO Max ad-supported tier will be successful and drive revenue per user (ARPU) higher than $15/month. This offering could launch as early as 2021-Q2.

Video: Celebrating the Best in the Business with Casey Bloys, Chief Content Officer, HBO & HBO Max

Celebrating the Best in the Business with Casey Bloys, Chief Content Officer, HBO & HBO Max

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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