HBO MAX LAUNCHES ITS NEW AD-SUPPORTED SUBSCRIPTION PLAN

HBO Max’s ad-supported subscription has now launched, starting today. “Advertising is a time-tested way to reduce the cost of great entertainment and reach a wider audience,” said EVP & General Manager, HBO Max, Andy Forssell. “We’ve worked hard to create an elegant, tasteful ad experience that is respectful of great storytelling for those users who choose it, and which we’re confident will deliver for our advertising partners as well.”

The service now provides consumers the flexibility to choose between the existing ad-free subscription option at $14.99 per month, or one with ads for $9.99 per month. To save even more, new and returning subscribers now have the option to pre-pay and save more than 15% by purchasing an annual subscription instead of $99.99/year with ads, or $149.99/year without ads.

The ad-supported tier will not include the ability to download content for offline viewing, and streaming video quality will be capped at 1080p. Warner Bros. same-day premiere films debuting in theaters and on HBO Max throughout 2021 are not included in the HBO Max ad-supported tier but will become available on both tier options when the film's debut via the HBO service in the months following their theatrical releases as part of HBO’s output deal with Warner Bros.

At a maximum of four minutes of commercial time per hour, HBO Max’s ad-supported subscription tier launches with a commitment to the lowest commercial ad load in the streaming industry, minimizing disruption to viewing while maintaining a premium user experience for the entire family. Additionally, ads will not play during HBO programming. Over time, subscribers can expect to see greater personalization in the ads they do see with more innovation in formats to come. Ads on HBO Max are designed to complement and enhance the overall viewing experience and will be thoughtfully surfaced across HBO Max’s content catalog in a way that maintains the integrity of the programming.

Content will be offered from various popular sources, including HBO, Warner Bros., DC, Turner Classic Movies, Cartoon Network, and more. More than 35 brands across all major categories are slated to go live on HBO Max this June, including two Brand Block partners in auto and insurance, with 72 creatives currently housed for campaigns. “Today we launch an innovative, best in class streaming ad experience,” said JP Colaco, head of advertising sales, WarnerMedia. “Thank you to the incredible brands who leaned forward on the importance of a consumer-centric ad experience that engages fans. Together with our valued partners, we will continue to explore the art of what’s possible in video advertising across all platforms.”