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HBO Max reached 4.1M subscribers in first month, despite lack of distribution on Roku and Fire TV

HBO Max, the AT&T-owned streaming service that combines HBO with WarnerMedia content, has grown to 4.1 million subscribers, since its launch on May 27. Combined, HBO and HBO Max reached a total of 36.3 million U.S. subscribers by the end of the second quarter, according to statements made by AT&T CEO John Stankey on today’s earnings call. That figure has grown 5% from the 34.6 million subscribers the properties together had at the end of last year.
The 4.1 million figure breaks down as around 3 million retail subscribers and over 1 million were wholesale subscribers who came to the new service via one of AT&T wireless plans, where the service is bundled.
Though it’s still early days for HBO Max, these numbers indicate that the vast majority of traditional HBO customers have not yet tried HBO Max, even though it’s free for them to use. Currently, HBO customers can authenticate with HBO Max using their cable or satellite TV provider account information. HBO Now subscribers, meanwhile, are automatically upgraded to Max across Hulu, mobile apps, select ISPs, and the HBO Now site.
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