Roger Fingas
Despite launching almost a year ago with a publicity boost by Apple, HBO Now currently has just 800,000 subscribers, the head of the premium network revealed on Wednesday.
"I wouldn't say only 800,000 subs," Richard Plepler commented during a Time Warner results call, as reported by Re/code. "We're just getting started... I think we're going to make a lot of progress."
Plepler argued that the service was doing well for something briefly limited by an exclusivity deal with Apple. When the service launched on April 7 last year, it was made exclusive to iOS devices and the third-generation Apple TV for a three-month period, coinciding with the fifth season of Game of Thrones. That kept it off Android devices during a critical period, as well as hardware like Rokus and the Google Chromecast.
Plepler said that in 2016 HBO will be making a bigger marketing push for Now, including highlighting new content from talent like Jon Stewart and Bill Simmons.
Until today the service's subscriber numbers were kept out of the public eye, possibly because HBO was anticipating more rapid adoption. U.S. audiences are increasingly turning to Internet-only video and abandoning cable and satellite TV, which are still HBO's lifeblood.
It's unknown whether HBO might be included in Apple streaming bundle rumored for later this year, but the network is already available through some other streaming providers, such as Sling TV.
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19 Comments
$8 million in additional monthly sales is nothing to scoff at even if a percentage of those subscribers are a result of customers dropping HBO from their cable packages.
"has just 800,000 subscribers"... Really? Just? Not knowing the split with Apple hard to say what their actual take is but that's $144,000,000 in annual revenue being generated! That deserves greater recognition than "just", especially as a new income stream.
Seems to me that's 800,000 more subscribers than they had before. I subscribe to HBO via Dish Network, so I use the HBOGo app on my iPad and iPhone. No need for this.
It would be nice to know how many new subscribers they have acquired. I switched from Comcast to Now, so I don't count, or do I.
Hard to know if this is high or low without more context. Keep in mind, HBO also has its regular cable subscription service, which millions use. HBO Now is a nice service, and I generally prefer thier content to Netflix. That said, it is not cheap. Also, I suspect would prefer a wider selection of titles.