Is Max Still Primarily Focused on HBO? Subscribers Confirm
HBO Max, the streaming platform that has seen its fair share of rebranding, may have missed the mark by not sticking with its original name. The platform, now under the Warner Bros. Discovery umbrella, is finding that HBO’s original content is what viewers desire most. Popular franchises like “Harry Potter” and “Game of Thrones” are drawing in the largest audience share on the service.
According to data from Parrot Analytics, HBO’s content on Max accounts for a significant portion of both the supply and demand on the platform. HBO’s programming holds a 17% supply share and an impressive 22% demand share, overshadowing original content under the Max brand, which only commands a 9% demand share.
The trend is clear: viewers who tune in to an HBO series or movie are likely to explore other offerings from the network. Following HBO in demand share on Max are Cartoon Network, Adult Swim, Discovery Channel, TLC, Food Network, and HGTV, each contributing to the platform’s content mix.
HBO’s role on Max extends beyond providing sought-after content; it also serves as a promotional tool for Warner Bros. Discovery’s other properties, aiming to drive viewership across their ad-supported linear cable TV networks. However, questions linger about the sustainability of this business model and the dynamics of Max’s original content.
Analysis reveals that Max’s original content faces a challenge with a demand share lower than its supply share. While the platform offers a variety of shows and movies, consumer interest seems to be lagging behind. This discrepancy is mirrored in channels like TLC, Food Network, and HGTV, where the content available on Max surpasses viewer demand.
In response to these challenges, Warner Bros. Discovery CEO David Zaslav is exploring new strategies, including potentially licensing content to other networks and streaming platforms. This approach, likened to being an “arms dealer” in the media industry, could offer an alternative revenue stream by distributing programming to a wider audience.
As the streaming landscape continues to evolve, the focus remains on understanding consumer preferences and adapting content strategies to meet changing demands. The future of HBO Max and Warner Bros. Discovery hinges on navigating these dynamics to ensure sustained growth and relevance in the competitive streaming market.
