WarnerMedia Ad Sales Chief JP Colaco Says Subscribers Have “Signed Up In Droves” For HBO Max With Ads, With Growth “Up And To The Right”
11.01.2022 - 03:27
/ deadline.com
A few days after WarnerMedia said HBO and HBO Max ended 2021 with 73.8 million global subscribers, ad sales president JP Colaco said consumers had been enticed to “sign up in droves” for its cheaper, ad-supported tier.
In an online appearance at the TV of Tomorrow Show, the exec declined to provide a breakout of how many subscribers had opted for HBO Max with Ads. Parent company AT&T (which is poised to spin the company off in a merger with Discovery) is due to report more complete numbers along with its quarterly financials later this month. But it revealed last week that HBO and HBO Max combined to top internal forecasts for 70 million to 73 million subscribers.
HBO Max with Ads began rolling out last June at $10 month, significantly less than the $15 cost of the ad-free service. The goal was to create an appealing home for shows like Euphoria — as an exponent of HBO proper, it is contracted to stream without commercial interruption on both tiers of HBO Max. WarnerMedia announced today that the digital share of its 2.4 million total viewers for its second-season premiere was the highest for any HBO title since the launch of HBO Max in May 2020.
Colaco said the number reflected an “entire-company effort. All parts of the company were pushing toward one goal.” Although it’s an accomplishment, he added, “It’s just a milestone. We’re on a journey to go north and north and north.”
Moderator Nathalie Bordes, EVP of Measurement for Marketers at the Association of National Advertisers, asked Colaco to characterize the titles driving subscriber growth. The decision to put all Warner Bros movies on HBO Max in 2021 at the same time they hit theaters “was disruptive at the time,” Colaco said. “But it did work.” Throughout the year,
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