HBO Max launched at a time when almost every cable TV conglomerate was releasing their own streaming service, to compete with Netflix and Amazon Prime Video. In HBO Max’s case, it had one of the premier entertainment brands in the US, HBO, and bundled it with content from the Warner Bros catalog, which includes Adult Swim, Cartoon Network, TBS, and TNT.
Before HBO Max, there was HBO Now, which had already gained six million subscribers who weren’t tied to HBO. When it came time to transition, HBO moved all of their Now subscribers to Max, alongside opening the app up to anyone who pays for HBO.
It was an immediate hit, with TV shows like Euphoria, The Flight Attendant, and Game of Thrones drawing millions of viewers in. The pandemic also pushed theatrical releases onto streaming platforms quicker, and HBO Max was one of the first to release movies in the cinema and on streaming at the same time.
The pandemic also provided HBO Max and all other streaming services with a boom in usage, which may have propelled Warner Bros to invest more into the service and move more original series and movies onto the streaming platform.
In 2021, WarnerMedia was spun out of AT&T and a merger of it and Discovery was announced, with AT&T shareholders owning 71 percent of shares. This merger was completed in April 2022, and the two media giants combined their libraries in 2023.
The US is responsible for the majority of HBO Max subscriptions, although Warner Bros. Discovery is looking to improve the brand’s recognition and subscription numbers globally. In some countries, such as the UK, HBO has a programming partnership (Sky in the UK) to distribute its content, which limits the amount of countries HBO Max can operate in.
In its home country, HBO Max is quickly ascending in market share, surpassing Hulu and Disney+ in 2022 to be the third largest video streaming service. Netflix and Amazon Prime Video, which according to Just Watch are neck-in-neck for first place, are HBO Max’s next targets.
The release of the first season of House of the Dragon, the prequel to Game of Thrones and other shows such as The Last of Us and Succession, have put HBO in a strong place to compete against Netflix, Amazon Prime Video, and others.
We have collected data and statistics on HBO Max. Read on below to find out more.
HBO Max Key Statistics
- Warner Bros Discovery generated $7.3 billion from HBO Max in 2022
- About $530 million of that came from in-app subscriptions on iOS and Android
- HBO Max had 95.6 million global subscribers, with 54 million based in the US
- HBO Max was downloaded over 80 million times in 2022
HBO Max Overview
| Title | Title 2 |
|---|---|
| Launch date | May 2020 |
| HQ | New York City, US |
| People | David Zaslav (Warner Bros CEO), Casey Bloys (chief content officer) |
| Business type | Subsidiary |
| Owner | Warner Bros. Discovery |
| Industry | Video streaming |
Warner Bros Direct-to-Consumer Revenue
Before 2022, we tracked HBO and HBO Max revenue. In 2022, all Warner Bros direct-to-consumer revenue is tracked, which includes HBO Max but does not include HBO cable subscriptions.
Warner Bros direct-to-consumer revenue 2020 to 2022 ($bn)
| Year | Revenue ($bn) |
|---|---|
| 2020 | 6.09 |
| 2021 | 7.7 |
| 2022 | 7.3 |
Source: Company data
HBO Max In-App Revenue
HBO Max made $526 million in-app revenue from iOS and Android in 2021, which comes from subscriptions and media purchases made on the app.
HBO Max annual in-app revenue 2020 to 2022 ($mm)
| Year | Revenue ($mm) |
|---|---|
| 2020 | 119.9 |
| 2021 | 526.5 |
| 2022 | 534.5 |
Source: Appfigures
HBO Max ARPU
HBO and HBO Max average revenue per user declined in 2021, from $11.72 to $11.15.
HBO annual average revenue per user 2020 to 2022 ($)
| Year | ARPU ($) |
|---|---|
| 2020 | 11.72 |
| 2021 | 11.15 |
| 2022 | 10.54 |
| 2023 | 11.09 |
Note: Average revenue per user covers US and includes HBO and HBO Max. Source: Company data
HBO Max global subscribers
HBO and HBO Max reached 95 million global subscribers in 2022. They are aiming for 150 million by the end of 2025.
HBO and HBO Max quarterly global subscribers 2020 to 2022 (mm)
| Date | Subscribers (mm) |
|---|---|
| 55.6 | |
| 67 | |
| 81.2 | |
| 95.8 |
Note: Includes HBO. Q2 2022 value estimated. Source: Company data
HBO Max US subscribers
HBO and HBO Max reached 50 million US subscribers in 2022, putting it about 20 million behind Netflix.
HBO and HBO Max quarterly US subscribers 2020 to 2022 (mm)
| Date | Subscribers (mm) |
|---|---|
| 36.3 | |
| 47 | |
| 51.3 | |
| 54 |
Note: Includes HBO. Q2 2022 value estimated. Source: Company data
HBO Max downloads
HBO Max was downloaded 80 million times in 2022. It should be noted that this doesn’t cover smart TVs and other systems.
HBO Max annual downloads 2020 to 2022 (mm)
| Year | Downloads (mm) |
|---|---|
| 2020 | 14.3 |
| 2021 | 56.3 |
| 2022 | 80.1 |
Source: Appfigures
HBO Max US market share vs competitors
HBO Max FAQ
What is the most watched TV series on HBO Max?
Game of Thrones remains the most watched TV series available on HBO Max, even though it ended before HBO Max was launched. Euphoria is in second place.
How much content is on HBO Max?
HBO Max has over 2,000 movies and 580 shows on the platform (JustWatch)
More Video App Data
- Netflix Revenue and Usage Statistics (2024)
- Twitch Revenue and Usage Statistics (2024)
- YouTube Revenue and Usage Statistics (2024)
- TikTok Revenue and Usage Statistics (2024)
- Hulu Revenue and Usage Statistics (2024)
- Video Streaming App Revenue and Usage Statistics (2024)
- Disney Plus Revenue and Usage Statistics (2024)
