Starting September 15, anyone who has previously subscribed to HBO through their Amazon Prime Video account will have their subscription terminated as part of a agreement reached by the parent company of HBO, WarnerMedia, to remove the channel from the Prime Video channel service.
Previously, a placement agreement that guaranteed HBO’s presence in the Amazon Channels store allowed users to access regular HBO programming in the Amazon Fire TV user interface, making it easy for customers to sign up through their Amazon accounts. But this agreement had resulted in a “major sticking point”During negotiations to obtain HBO Max, the company’s main streaming service, its own app on the Amazon Fire TV platform, which led WarnerMedia to remove HBO from the“ channels ” entirely for the purpose of eliminating middlemen.
According to Hollywood journalist, the exodus will amount to about 5 million canceled subscriptions for HBO, which previously allowed users to subscribe individually through Amazon’s third-party channel platform for $ 15 per month. But that loss will be worth it, WarnerMedia explained, if it means a change to allow HBO Max to become the primary entry point for subscribers who want to access its proprietary streaming content.
In an interview with Bloomberg in August, Andy Forssell, managing director of HBO Max, said a short-term cull made sense in the long term if it means the company can consolidate access in order to cultivate a more relationship. direct. with consumers.
“It’s important for us to own the customer,” said Forssell. “If the viewer is in the app, we can tailor the home page to them. We can adapt what they show them next. We can respond to them in real time.
As part of the agreement between WarnerMedia and Amazon, HBO Max will now be accessible as a standalone app on Amazon Fire TV devices, and anyone who purchased an HBO subscription through the channel platform will see their HBO access. Max renewed without supplement. According to an anonymous WarnerMedia official who spoke to The Hollywood Reporter, anyone who canceled a subscription to HBO via Amazon will be eligible for a pro-rated refund based on their last billing cycle, and will also be eligible to receive an unspecified special offer after canceling their subscriptions.