HBO Max announced at today’s 2021 WarnerMedia Upfront that it will debut its ad-supported subscription tier the first week of June, providing consumers a choice between the existing ad-free version of HBO Max at $14.99 per month, or an ad-supported experience for $9.99 per month.
In addition to advertising-specific news, the brand debuted highly anticipated new and original series including And Just Like That…, teased special events like Friends: The Reunion, a real-life unscripted celebration of the beloved show, and previewed forthcoming seasons of Legendary, The Flight Attendant, and Search Party, among others at the upfront.
Both HBO Max tiers offer access to the streamer’s lineup of new original programming, as well as its robust catalog of content from iconic entertainment brands including HBO, Warner Bros., DC, Turner Classic Movies, Adult Swim, Cartoon Network, and more. Subscribers to the ad-supported tier of HBO Max will have access to the full HBO Max content catalog, excluding Warner Bros. Same-Day Premiere films debuting in theaters and on HBO Max throughout 2021.
“HBO Max with Ads will bring our beloved entertainment brands and franchises to even more consumers at this new, lower price point-while, for the first time, elegantly connecting brands to the premium, iconic IP that defines this service,” said Tony Goncalves, EVP and Chief Revenue Officer for WarnerMedia.
“HBO Max with Ads provides a superior marketing environment, featuring the lightest ad load in the streaming industry, driving engagement with consumers and efficacy for our partners,” added JP Colaco, Head of Advertising Sales for WarnerMedia. “Couple that with beloved premium content spanning all genres and audience segments, and we are delivering the best ad offering available in market today.”
The brand shared that at launch and over the next several months, advertisers will have access to key formats and adjacencies, allowing them to align their message to make a meaningful impact alongside a slate of iconic brands, talent, and storytellers, including formats and offerings.
HBO Max is also scheduled to launch (without ads) in 39 countries across Latin America and the Caribbean in late June, and the HBO-branded streaming services in Europe (the Nordics, Spain, Central Europe, and Portugal) are scheduled to be upgraded to HBO Max later this year.