HBO originally launched Max at a time when almost every cable TV conglomerate was releasing their own streaming service, to compete with Netflix and Amazon Prime Video. In Warner Bros case, it had one of the premier entertainment brands in the US, HBO, and bundled it with content from the Warner Bros catalog, which includes Adult Swim, Cartoon Network, TBS, and TNT.
Before Max, there was HBO Now, which had already gained six million subscribers who weren’t tied to HBO. When it came time to transition, HBO moved all of its Now subscribers to Max.
It was an immediate hit, with TV shows like Euphoria, The Flight Attendant, and Game of Thrones drawing millions of viewers in. The pandemic also pushed theatrical releases onto streaming platforms quicker, and Max was one of the first to release movies in the cinema and on streaming at the same time.
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Start nowThe pandemic also provided Max and all other streaming services with a boom in usage, which propelled Warner Bros to invest more into the service and move more original series and movies onto the streaming platform.
In 2021, WarnerMedia was spun out of AT&T and a merger of it and Discovery was announced, with AT&T shareholders owning 71 percent of shares. This merger was completed in April 2022, and the two media giants combined their libraries in 2023.
The US is responsible for the majority of Max subscriptions, although Warner Bros. Discovery is looking to improve the brand’s recognition and subscription numbers globally. In some countries, such as the UK, HBO has a programming partnership (Sky in the UK) to distribute its content, which limits the amount of countries Max can operate in.
In its home country, Max is quickly ascending in market share, surpassing Hulu and Disney+ in 2022 to be the third largest video streaming service. Netflix and Amazon Prime Video, which according to Just Watch are neck-in-neck for first place, are the next targets.
The release of the first season of House of the Dragon, the prequel to Game of Thrones and other shows such as The Last of Us and Succession, have put HBO in a strong place to compete against Netflix, Amazon Prime Video, and others. But regular changes to the branding of the app may have stunted growth.
We have collected data and statistics on Max. Read on below to find out more. Want to learn more about the video streaming app market? Check out our in-depth report.
Max Key Statistics
- Warner Bros Discovery generated $7.7 billion from Max in 2023
- About $449 million of that came from in-app subscriptions on iOS and Android
- Max had 95.8 million global subscribers, with 54 million based in the US
- Max was downloaded over 80 million times in 2022
Want to learn more about the video streaming app industry? In our Video Streaming App report, we cover financials, forecasts, usage, downloads, demographics and benchmarking data.
Video Streaming App Report
Max Overview
| Title | Title 2 |
|---|---|
| Launch date | May 2020 |
| HQ | New York City, US |
| People | David Zaslav (Warner Bros CEO), Casey Bloys (chief content officer) |
| Business type | Subsidiary |
| Owner | Warner Bros. Discovery |
| Industry | Video streaming |
Warner Bros Direct-to-Consumer Revenue
Before 2022, we tracked HBO and Max revenue. In 2022, all Warner Bros direct-to-consumer revenue is bundled, which includes Max but does not include HBO cable subscriptions.
Warner Bros direct-to-consumer revenue 2020 to 2023 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2020 | 6.09 |
| 2021 | 7.7 |
| 2022 | 7.3 |
| 2023 | 7.7 |
Sources: Video Streaming App Report, Company data
Max In-App Revenue
Max made $449 million in-app revenue from iOS and Android in 2023, which comes from subscriptions and media purchases made on the app.
Max in-app revenue 2020 to 2023 ($mm)
| Year | Revenue ($mm) |
|---|---|
| 2020 | 119.9 |
| 2021 | 526.5 |
| 2022 | 534.5 |
| 2023 | 449 |
Source: Appfigures
Max ARPU
Max average revenue per user improved in 2023 from $10.54 to $11.09.
HBO average revenue per user 2020 to 2023 ($)
| Year | ARPU ($) |
|---|---|
| 2020 | 11.72 |
| 2021 | 11.15 |
| 2022 | 10.54 |
| 2023 | 11.09 |
Sources: Video Streaming App Report, Company data
Max Global Subscribers
Max reached 95 million global subscribers in 2023. They are aiming for 150 million by the end of 2025.
Max global subscribers 2020 to 2023 (mm)
| Year | Subscribers (mm) |
|---|---|
| 2020 | 55.6 |
| 2021 | 67 |
| 2022 | 81.2 |
| 2023 | 95.8 |
Source: Company data
Max US Subscribers
Max reached 54 million US subscribers in 2023, putting it about 20 million behind Netflix.
Max US subscribers 2020 to 2023 (mm)
| Year | Subscribers (mm) |
|---|---|
| 2020 | 36.3 |
| 2021 | 47 |
| 2022 | 51.3 |
| 2023 | 54 |
Source: Company data
Max Downloads
Max was downloaded 58.9 million times in 2023. It should be noted that this doesn’t cover smart TVs and other systems.
Max downloads 2020 to 2023 (mm)
| Year | Downloads (mm) |
|---|---|
| 2020 | 14.3 |
| 2021 | 56.3 |
| 2022 | 80.1 |
| 2023 | 58.9 |
Source: Appfigures
Max vs Competitors: Market Share
Max is a solid third place in the US video streaming market, behind Netflix and Amazon Prime Video.
US video streaming app market share 2021 to 2024 (%)
Want to learn more? Check out our Video Streaming App Report
Max FAQ
What is the most watched TV series on Max?
Game of Thrones remains the most watched TV series available on Max, even though it ended before Max was launched. Euphoria is in second place.
How much content is on Max?
Max has over 2,000 movies and 580 shows on the platform (JustWatch)
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