Since its launch earlier this year, it’s clear that HBO Max wants to put itself up there with Netflix, Disney+, Amazon Prime Video, and Apple TV+ as a streaming platform that offers commercial-free viewing with a huge library of titles. That separates it from competitors like Peacock and Hulu, which utilize commercials as a way to bring in revenue and offer lower pricing. Well, after a fairly ho-hum 2020, it seems as if HBO Max might be on the way to reversing its no-commercials promise.
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According to Variety, HBO Max has sent out a customer survey hinting that the service might begin showing two to four minutes of commercials for every hour of programming. That would put it below the number of ads being shown on Hulu and Peacock, respectively, but still more than the zero minutes shown on other competitors. This commercial-filled version of the streaming platform will be reportedly offered as a lower-tier option for folks that want to save a bit of money on their HBO Max subscriptions.
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However, there is a caveat to the plan that does separate it from other commercial-filled streaming platforms. HBO Max is said to only incorporate commercial breaks in HBO Max original programming, as well as some of the older films in its library, such as the ones in the Turner Classic Movies section. That means regular HBO shows and newer-run films will be exempt.
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It’s unclear why this plan is being floated around to customers now. One can only assume that HBO Max is looking to attract more customers to its platform by lowering the cost. Currently, if you want to subscribe to HBO Max, it costs $14.99 per month, unless you do a 12-month commitment, which drops the cost to $11.99 per month. That still puts it on the higher-end of the streaming cost spectrum. For comparison’s sake, Disney+, which launched last year only costs $6.99 per month and the Mouse House offers a bundle that includes Disney+, Hulu, and ESPN+ for only $12.99 per month.
In a world where customers are offered a ton of options in the realm of streaming, from niche products like Shudder to big, must-haves like Netflix, people are going to be more discerning with their spending on entertainment. Especially as the world recovers from a pandemic that wrecked the economy. So, it makes sense that HBO Max wants to be more competitive. However, it is yet to be determined if people are willing to watch commercials on a streaming service or just spend that money elsewhere.
