HBO And Max Content Boss Casey Bloys Tackles WGA Strike Impact On Content Budgets, WBD’s Licensing Strategy And Whether Password Sharing Will Remain Free
02.11.2023 - 19:11
/ deadline.com
Along with programming updates, HBO and Max Content CEO Casey Bloys took on a handful of business topics during a 2024 slate event in New York, among them licensing, content spending and password sharing.
As far as HBO licensing select library shows like Ballers to Netflix, a move that went against the industry’s prevailing strategy between roughly 2018 and 2022, Bloys said he is “comfortable” with it.
“We have to be protective of the shows that we have that are successful, but I’ve worked in television long enough and syndication used to be the pot of gold, the brass ring. That meant that your show was going to go on and have a life after its initial run, and a life for decades,” he said. “The idea of selling a show outside of your ecosystem wasn’t an unusual idea. At HBO we did it a lot. … We basically sold everything.”
Streaming started off as an exclusive-centric race, with companies clawing back rights to major properties, but Warner Bros. Discovery CEO David Zaslav and others have taken a different tack, citing in part the need to keep valuable third-party revenue flowing. And in terms of Max circulation, there can be additional benefits, Bloys added. “What we’ve seen so far is that any show we put on, we’re seeing an uptick on Max,” he said. “So, it has been helpful. That said, I don’t think you’re going to see more recent shows [being licensed]. I don’t think you’re going to see the shows I presented here anywhere else until years later, and that’s the syndication model. I am comfortable with it, and so far it seems to be working.”
Content budgets have fluctuated as companies grapple with the economics of streaming, with even long-spendy Netflix pulling up the reins. Bloys said the optimal level of spending at