A few weeks ahead of launching in Latin America and the Caribbean, and consummating its first territorial expansion outside the United States, HBO Max celebrated one year since its launch on May 27. During these 12 months since rollout, the platform has undergone a remarkable evolution and hit several significant benchmarks, adding 11.1 million HBO/HBO Max subscribers over the past year to surpass 44 million in the United States (as of end of Q1).
Not only is the platform seeing a rapidly growing user base, but HBO Max viewers are more engaged than ever. According to data released by the company, the service has seen up to a 70% increase in audience engagement vs. HBO Go or Now, and the average time it takes a user to click play after logging into the platform is down to 100 seconds.
“From indulging in the highly-anticipated ‘Zack Snyder’s Justice League’ to binge watching ‘The Flight Attendant’ and ‘Friends,’ to streaming the new Warner Bros. theatrical releases, the platform has become a go-to for all audiences,” the company said in a statement.
Most recently, HBO Max debuted one of its most anticipated shows: “Friends: The Reunion”. According to TVision, a connected-TV analytics provider, an estimated 29% of US streaming households watched the special on the first day of its release. By comparison, DC’s “Wonder Woman 1984” reached 32% of US streaming households when it launched in December 2020, and during that time it became the most-viewed title across US streaming services, registering nearly 2.3 billion minutes streamed.
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