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2021-04-29

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Will HBO Max's $9.99 Ad-Supported Streaming Service Present A Threat To Netflix?<blockquote>HBO Max 9.99美元的广告支持流媒体服务会对Netflix构成威胁吗？</blockquote>

AT&T Inc subsidiary WarnerMedia — which in turn owns HBO Max — is planning to charge $9.99 per month

Will HBO Max's $9.99 Ad-Supported Streaming Service Present A Threat To Netflix?<blockquote>HBO Max 9.99美元的广告支持流媒体服务会对Netflix构成威胁吗？</blockquote>

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It’s always been the plan.”People familiar with the matter told CNBC that most distributors are willing to accept the ad-supported service at its $9.99 price and market it to both non-HBO subscribers and broadband-only customers.AT&T has reached carriage deals for HBO Max with bothAmazon.com, Inc andRoku Inc, and as such has no need to return back to the duo to guarantee distribution, as per CNBC’s sources.Why It Matters:An advertisement-backed HBO Max might prove to be a threat to subscriber video-on-demand arena's dominant playerNetflix Inc.An advertising-supported version of HBO Max will be priced significantly cheaper than Netflix’s service, which costs $13.99 per month.In Deloitte's 15th edition of the “Digital Media Trends Survey,” only 40% of those polled were willing to pay a $12 subscription fee for watching video entertainment without advertisements.The survey tracked five generations from Gen Z to Matures, aged between 14 to over 75 years.Generational Preferences Regarding Advertising On Streaming Video, Source Deloitte's Digital Media Trends, 15th edition.Fifty-five percent of those polled said they carry an ad-supported video service.Asurveyby The Trade Desk indicated that TV consumers in America favor ad-supported streaming over subscription-based streaming.“Overall, 35 percent of these consumers would rather watch a free streaming service with advertising or some ads for a cheaper subscription, versus 31 percent who would prefer to pay for a subscription with no ads,” noted the survey.As of the end of March, HBO/HBO Max had combined 44.2 million U.S. customers, an increase of 2.7 million year-over-year, according to the company’sfirst-quarter results.In Q1, HBO Max had 9.69 million retail subscribers, an increase of 2.8 million from 6.88 million compared to the previous quarter.Wholesale HBO Max and HBO customers throughComcast Corporation and other distributors amounted to 30.94 million, an increase of 150,000. However, Legacy HBO subscribers fell by 308,000.Price Action:AT&T shares closed nearly 0.6% higher at $30.96 in Wednesday's regular session.","news_type":1,"symbols_score_info":{"NFLX":0.9,"T":0.9}},"isVote":1,"tweetType":1,"viewCount":1138,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"EN","currentLanguage":"EN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":10,"xxTargetLangEnum":"ORIG"},"commentList":[],"hasMoreComment":false,"orderType":2}