HBO Max returns to Amazon Prime Video Channels, after leaving in August 2021 – The Streamable

Amazon Prime Video Channels was one of the largest distributors of HBO and HBO Max, contributing nearly 5 million subscribers to the service. Following the launch of HBO Max, WarnerMedia then decided to abandon the service, officially dropping from the platform in August 2021.

But now HBO Max is officially returning to Prime Video in a new multi-year deal.

Prime customers can sign up for HBO Max for $14.99 per month, after a 7-day free trial. Subscribers will have access to 15,000 hours of curated premium content from HBO Max in the Prime Video app, as well as the ability to access it through the HBO Max app. While Prime Video will have an ad-free tier, it will not offer the ad-supported option.

Next year, subscribers will have access to the expanded content offering that will be available in Warner Bros. Discovery’s enhanced streaming service when it launches next year.

“We strive to offer customers the best and widest selection of premium content available for their daily viewing experience,” said Cem Sibay, Vice President, Prime Video. “It has truly been a milestone year for Prime Video and we are humbled by the viewer engagement and critical response to our releases. Now with the addition of HBO Max again, customers can easily add this subscription and enjoy even more award-winning and fan-favorite entertainment on Prime Video.”

“Warner Bros. Discovery is committed to making HBO Max available to the widest possible audience 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 the return of HBO Max to Prime Video Channels,” said Bruce Campbell, Chief Revenue and Strategy Officer, Warner Bros. Discovery.

At the time of departure, the big sticking point for WarnerMedia was the ability to own the data collected by customers using the streaming service via Amazon. Although HBO Max obviously had access to subscribers’ basic information, by going through a third party, their larger viewing habits were hidden from Warner Media.

At the time, HBO Max was also not available on Amazon Fire TV devices. To bring it to Amazon’s TV unit, it wanted HBO Max to exist only as part of a direct relationship with HBO and HBO Max users, and wanted to remove it from Prime Video Channels.

What has changed since then, however, was Discovery’s merger with WarnerMedia, which has a much different philosophy. The company believes in getting the widest possible distribution, including with the Discovery+ app, which was already available on Prime Video Channels. It will be interesting if this leads to HBO Max coming to Roku Premium Subscriptions or Apple TV Channels, which have carried it in the past.

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