Warner Bros Discovery closed its upfront presentation Wednesday with a tour for ad buyers of Max, the soon-to-be-rebranded streaming service combining programming from HBO Max and Discovery+.
JB Perrette, CEO of global streaming and games at WBD, told the audience of advertisers that the future of Max “deeply involves you.” When the Max rebrand goes live on May 23, it will include “a full suite of ad products, which will provide reach, interactivity and rewards.” In a press release, the company said the new-look Max will feature “one of the industry’s lightest ad loads” and deliver an “elegant and seamless experience that benefits consumers and brands alike.” Discovery+, which WBD execs have said is profitable, will remain available as a stand-alone offering even after May 23.
The Max effort is a cornerstone of the company’s efforts to be one of the last ones standing in the grueling direct-to-consumer streaming wars.
Since WarnerMedia and Discovery merged in April 2022, the company has not broken out HBO Max subscribers or linear HBO from the overall subscriber number, which last quarter reached 97.6 million.
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