The launch provides access to more than 40 million Fire TV users. The conglomerate has had ongoing negotiations with Amazon for the past six months.
Almost six months following its launch, HBO Max has announced that it is now compatible with Amazon Fire TV and Fire tablet devices. The addition is effective as of 17th November.“We are very excited that Amazon customers will now be able to enjoy the best-in-class content that lives within HBO Max,” Tony Goncalves, head of Sales and Distribution for WarnerMedia, said. “Fire TV is a favorite among customers and we look forward to working with the Amazon team to engage and grow our existing subscriber base by showcasing all that HBO Max has to offer.”
The WarnerMedia streaming service's current HBO subscribers through Amazon’s Prime Video Channels can now log into the service app, which was automatically updated, using their Amazon credentials at no additional cost. New customers can subscribe to HBO Max directly in the app, for the USD 14.99 per month price. Exisitng customers can also use supported Fire TV and Fire tablet devices. The launch makes HBO Max accessible to 40 million-plus active Fire TV users. The terms of WarnerMedia’s deal with Amazon for the Fire devices have not been disclosed.
The deal facilitates the grounds for Warner Media's request to remove legacy HBO as a channel from Amazon’s Prime Video Channels offering. With the launch, the conglomerate hopes to gather data for recommendations and initiate advertising targeting for an ad-supported HBO Max tier. WarnerMedia has been in ongoing negotiations with both Roku and Amazon Fire TV for HBO Max carriage deals over the last six months. However, the service remains unavailable on the Roku platform.
The HBO Max app on Amazon’s Fire devices is integrated with the Alexa voice assistant, which will allow customers launch and navigate the HBO Max app using voice commands. The service offers 10,000 hours of premium content, including programming from HBO, Warner Bros., DC, Cartoon Network, Adult Swim, Turner Classic Movies, and more. "We’ve worked closely with HBO for many years to bring their great content to Fire TV and to make it easier to discover and enjoy with features like search integration, Alexa, and personalized recommendations,” Marc Whitten, Amazon’s VP of entertainment devices and services.
We are very excited that Amazon customers will now be able to enjoy the best-in-class content that lives within HBO Max. Fire TV is a favorite among customers and we look forward to working with the Amazon team to engage and grow our existing subscriber base by showcasing all that HBO Max has to offer.” Tony Goncalves Head of Sales and Distribution, WarnerMedia