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WarnerMedia Chief Jason Kilar Addresses HBO Max AVOD Plans And Progress So Far: “It’s Working”
The Industry Mar 17, 2021
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WarnerMedia chief Jason Kilar offered some fresh thoughts and a sprinkling of numbers about HBO Max’s progress and outlook, emphasizing the boost expected to come from the forthcoming ad-supported tier.
“We have worked hard to earn more of consumers’ precious time, and it’s working,” Kilar said. The service, which launched just prior to Kilar’s arrival as CEO of WarnerMedia last spring, is also reaching a “younger, more engaged audience” than linear HBO, he added. About 43% of HBO Max viewers under 35, compared with 15% on linear and daily view time on Max of 2.8 hours, compared with 1.5 hours.
The insights came during AT&T’s investor day, which featured Kilar, AT&T CEO John Stankey and other executives. The event differed notably from the razzle-dazzle of the company’s October 2019 investor day and other recent streaming events held by Disney and ViacomCBS, which included splashy programming news. During about an hour of pre-taped remarks and a live Q&A session with analysts that lasted a bit longer than that, the company covered wireless strategy, capital allocation and other topics.
The exec said HBO Max has about $80 million in advertising commitments for the ad-supported tier launching in June. […]
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