HBO Max returns to Amazon Prime Channels – a year after pulling out

Warner Bros. Discovery and Amazon have announced that HBO Max is once again available on Prime Video Channels in the US – just over a year after it quit the platform. Estimates at the time suggested HBO Max lost around five million subscribers when it pulled its content from the Amazon platform, in a bid to take more control over its IP.

Under the new arrangement, Prime customers can sign up for HBO Max for US$14.99 per month. Subscribers will have access to 15,000 hours of curated premium content. Additionally, they will be able to source the expanded content offering that will be available in WBD’s enhanced streaming service when it launches next year.

“We strive to offer customers the best and widest selection of premium content for their everyday viewing experience,” said Cem Sibay, VP, Prime Video. “It’s truly been a milestone year for Prime Video, and we are humbled by the viewer engagement and critics’ response to our marquee releases. Now with the addition of HBO Max again, customers can enjoy even more award-winning and fan favourite entertainment.”

Bruce Campbell, chief revenue and strategy officer, WBD, said: “Warner Bros. Discovery is committed to making HBO Max available to as broad an audience as possible while advancing our data-driven approach to understanding our customers and best serving their viewing interests. Today, we are thrilled to take an important step forward by announcing that HBO Max is returning to Prime Video Channels.”

The return to Amazon Prime Channels fits in with the new emphasis that is being placed on WBD’s streaming business by CEO David Zaslav. Zaslav has made it clear that getting better value for the company’s content is now a priority. Maximising opportunities to sell subscriptions is clearly a way to do that, even if it simultaneously advances the ambitions of Amazon Prime, which is also a rival for subscribers.