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HBO Max hits 28.7M subscribers in Q3, but few are over-the-top

AT&T painted a rosy picture of HBO Max adoption during the company’s earnings report on Thursday. Despite not being available on Roku, one of the top streaming platforms in the U.S., AT&T said new HBO Max activations more than doubled from second-quarter levels, reaching 8.6 million in Q3.
In total, 28.7 million customers were eligible to stream their HBO Max subscription by the end of the quarter, the company said.
Of these, 25.1 million came from “wholesale” agreements — meaning a pay TV provider of some kind, like Comcast, Charter, Verizon [TechCrunch’s parent], or AT&T’s own DirecTV, for example. But only 3.625 million were direct “retail” subscribers.
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