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HBO Just Lost Five Million Subscribers

HBO has left the Amazon Prime streaming platform, a move that has seen them lose an estimated five million subscribers.

Amazon sent subscribers messages informing them that all HBO subs would end on September 15, with pro-rata refunds issued to customers.

HBO was available through the Amazon Prime platform for an additional $15 fee, but the WarnerMedia-owned company is keen to cut out the middle man and control its own billing. They recently launched the HBO Max platform, which they have offered as a standalone app on Amazon Fire TV devices in a bid to lure Prime customers across. In July, HBO Max has 68 million subscribers.

HBO is responsible for groundbreaking TV shows, such as current hits The White Lotus, and Succession (which is back on air mid-October in Australia), The Sopranos, The Wire, Sex and the City, Game Of Thrones, as well as a rich collection of award-winning documentaries. Losing this library, and the audience it brings, is likely to be a big hit on Amazon Prime’s bottom line.

HBO Max general manager Andy Forssell told Bloomberg that the immediate loss of 5 million viewers is worth the risk that not all will come across to Max.

“It’s important for us to own the customer,” Forssell said. “If the viewer is in the app, we can tailor the home page to them. We can tailor what they show them next. We can respond to that in real time.”

In Australia, HBO content is available via a Showtime station on Foxtel.


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