In a supremacy for AT&T’s WarnerMedia, HBO will no longer be available as an Amazon Channel after their current placement deal expires next year, correspondence to people familiar with the matter.
Today, HBO’s presence in the Amazon Channels store lets users watch unalloyed HBO programming within the Amazon Fire TV user interface, making it easy for consumers to subscribe and sign up. But this array was a major sticking point in the negotiations to get HBO Max, the company’s separate streaming service, on to the Amazon Fire TV platform, according to the people, who prayed not to be named because the deal terms are private.
Those talks dragged on for months before concluding this week with a stock.
HBO Max includes additional content that’s not available on HBO, like “South Park and “The Big Bang Theory.” Over time, WarnerMedia would delight in the HBO Max application to be the only point of entry into HBO services on streaming platforms.
Although this user interface discrimination may feel esoteric to most consumers, it matters a lot to WarnerMedia. Keeping subscribers within the HBO Max application allows WarnerMedia to make a direct relationship with consumers and to gain viewer information that can be used for targeted advertising. An advertising-supported conception of HBO Max is slated for launch next year.
Consumers who purchased HBO through Amazon Channels will be able to log in to HBO Max for no extra obligation through the HBO Max application. Legacy HBO will remain in the Channels store until its agreement — which is separate from the HBO Max large — expires next year.
Still, keeping HBO and HBO Max out of the Amazon Channels store could hurt subscriber growth.
With Amazon’s sell done, WarnerMedia will turn its attention to hammering out an agreement with Roku, the largest streaming video rostrum by market share, the people said. Roku also has a channels business, which HBO Max is fighting to avoid. WarnerMedia on also have to come to an advertising revenue share agreement with Roku, similar to NBCUniversal’s Peacock, which reached a administer with Roku in September.
Spokespeople for WarnerMedia and Amazon declined to comment.