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HBO Max’s Ad-Supported Tier: Everything Advertisers Need to Know

Sourdough starters and jigsaw puzzles might have to compete with HBO Max—once its ad supported tier launches in June, that is.
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Francis Scialabba

· less than 3 min read

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Sourdough starters and jigsaw puzzles might have to compete with HBO Max—once its ad supported tier launches in June, that is.

  • The AT&T-owned streamer now expects to reach between 120 million and 150 million global subscribers by 2025, per Ad Age.
  • For context, Hulu has nearly 40 million paid subscribers in the US, and, as of 2019, 70% of Hulu subs were ad supported.

So what kind of milkshake is bringing ad buyers to the HBO yard?

Globalization: HBO is itching to travel outside the US post-pandemic, just like the rest of us—which might partly explain why some ad buyers are investing in the relationship early.

  • On Friday, HBO Max also announced plans to enter 60 new markets abroad in 2021, per Ad Age. Hulu is basically nonexistent outside the US.
  • “Roughly half of the 2025 subs are expected to be in non-US markets,” WarnerMedia CEO Jason Kilar told Variety.

Original content: Combine exclusive, juicy HBO dramas dropping with the AVOD version leaving out ads on all HBO original series, and you’ve got a self-driving hype machine.

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Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.