HBO Max and HBO Lose 1.8M U.S. Subs on Amazon Prime Exit, International Customers Rise by 1.9M

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HBO Max and HBO Lose 1.8M U.S. Subs on Amazon Prime Exit, International Customers Rise by 1.9M


HBO and HBO Max completed the third quarter in September with 45.2 million U.S. subscribers, down 1.8 million from the 47.0 million recorded as of the tip of the second quarter following its “strategic determination to take away the HBO subscription from Amazon Prime Channels,” WarnerMedia guardian and telecom large AT&T mentioned Thursday.
International HBO and HBO Max subscribers rose by 1.9 million to 69.4 million although from round 67.5 million as of the tip of June. The corporate mentioned the worldwide quantity rose “due to sturdy worldwide and ad-supported subscriber development,” which offset the consumer hit associated to the Amazon determination. HBO Max launched in Latin America in direction of the tip of the second quarter and in addition dropped at market its advertising-supported service tier that month.

However HBO misplaced some 5 million of its subscribers by way of Amazon Prime Video’s channels platform in a single day as of mid-September when it determined to just accept a short-term hit for guaranteeing a direct relationship with customers long run. HBO instantly rolled out a particular supply to entice these customers again or herald new subscribers.
WarnerMedia had in July raised its year-end 2021 steerage to 70 million to 73 million international HBO Max/HBO subscribers from 67 million to 70 million. On Thursday, the corporate mentioned it expects to “attain the upper finish of its finish of 12 months goal.” It touted a “sturdy” fourth-quarter content material slate at HBO Max, together with Succession, Dune and The Matrix Resurrections.” That can assist speed up retail subscriber momentum within the present quarter, AT&T CFO Pascal Desroches mentioned on an earnings convention name.
Administration beforehand mentioned a lot of the HBO Max subscriber development within the second half of the 12 months would come from worldwide markets. Desroches on Thursday touted the streamer’s “unbelievable” success in Latin America to date and upcoming launches in Spain and the Nordics.
AT&T, led by CEO John Stankey, had mentioned in March that HBO Max and HBO would attain between 120 million and 150 million on a mixed foundation by the tip of 2025, up from a earlier forecast of between 75 million and 90 million.
HBO Max has no plans to publicly launch viewership information, prime executives advised THR forward of the earnings report.
On Thursday’s earnings convention name, WarnerMedia CEO Jason Kilar was requested concerning the exact subscriber influence of the Amazon exit. He didn’t element any figures, however mentioned that “we’re very pleased with the quarter” and the “very strategic determination,” which Walt Disney and Netflix have additionally taken, was proper for the enterprise. “We really feel superb concerning the quarter,” he concluded.

LightShed analyst Wealthy Greenfield argued on Twitter that seeing whole HBO and HBO Max “home subs solely down 1.8 million sequentially is spectacular,” including that this was “in all probability a mixture of continued stable natural sub development and recapturing subs quick.” And he wrote that “anybody who says day-and-date movies on HBO Max was a mistake for WarnerMedia is unsuitable, very unsuitable.”
Requested about HBO Max’s advertising-supported, or AVOD, model, Kilar mentioned his crew was “completely satisfied” with its June launch, together with its “absolute response, by way of subscribers, but in addition as a result of promoting helps decrease the value and improve the worth for an HBO Max subscription, so we see it as reasonably strategic, and we’re very enthusiastic about the place that goes.” From subsequent 12 months, the AVOD model can have “full content material parity” from late January, he famous, mentioning that hybrid film releases, similar to Dune, are presently not a part of it.
The most recent disclosures and commentary got here as a part of AT&T’s third-quarter earnings report, which additionally included newest financials for WarnerMedia.
WarnerMedia’s third-quarter income rose 14.2 p.c to $8.4 billion, “pushed by greater content material and different revenues, together with the partial restoration from prior-year impacts of the pandemic and better subscription revenues, partially offset by decrease promoting revenues,” the corporate mentioned. Direct-to-consumer subscription income jumped 25 p.c. Promoting income of $1.4 billion was down 12.4 p.c over the year-ago interval “as a result of timing of the NBA season within the year-ago quarter and decrease political advert spending 12 months over 12 months.”
WarnerMedia working bills of $6.4 billion within the third quarter elevated 13.8 p.c, “pushed by greater movie and non-sports programming prices, in addition to greater advertising and marketing prices, and incremental promoting prices related to DirecTV promoting income sharing preparations.” That was partially offset by decrease sports activities programming prices from the timing of the NBA season within the prior-year quarter.
WarnerMedia’s quarterly earnings earlier than curiosity, taxes, depreciation and amortization rose 16 p.c from $1.9 billion to $2.2 billion.
On the finish of 2020, WarnerMedia introduced a hybrid launch technique for its 2021 film slate, making movies accessible on HBO Max for the primary 30 days that also they are accessible in theaters. Movies enjoying into the third-quarter outcomes embrace House Jam: A New Legacy and The Suicide Squad.
“We proceed to execute nicely in rising buyer relationships, and we’re on monitor to fulfill our steerage for the 12 months,” mentioned Stankey. “We had our greatest postpaid telephone internet add quarter in additional than 10 years (with 928,000 subscriber additions), our fiber broadband internet provides elevated sequentially and HBO Max international subscribers neared 70 million. We even have clear line of sight on reaching the midway mark by the tip of the 12 months of our $6 billion cost-savings aim.”
AT&T added 1.22 million wi-fi clients within the third quarter, beating forecasts.

AT&T’s quarterly income fell 5.7 p.c as the corporate closed the spin-off of DirecTV a couple of month into the most recent interval. Its earnings exceeding Wall Avenue estimates. In pre-market buying and selling, AT&T shares had been barely greater.



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