EXCLUSIVE: Even in a business well-acquainted with comebacks, HBO Max has become a fairly remarkable turnaround story.While still a work in progress, the streaming service has recovered from an inauspicious launch last May to find itself a central part of the overall streaming conversation.
Combined with linear HBO, HBO Max added 2.7 million subscribers in the quarter ending March 31, reaching 44.2 million. That is substantially ahead of targets initially set out by its corporate parents, WarnerMedia and AT&T. (Customers already paying for HBO through their pay-TV provider can access the $15-a-month HBO Max at no extra charge.) In June, an ad-supported tier will be introduced, reportedly for $10 a month.
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