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HBO Max returning to Prime Video Channels in US after reaching deal with Amazon

HBO Max’s House of the Dragon

Warner Bros Discovery (WBD) and Amazon have agreed a new deal that will bring HBO Max back to Amazon Prime Video Channels in the US.

Under the new distribution agreement, which runs until at least the end of 2024, HBO Max will be made available through Amazon’s US channels business for US$14.99 per month.

In addition, the companies said subscribers to HBO Max will automatically be upgraded to the combined HBO Max-Discovery+ streaming platform when it launches next year.

The deal comes a little over a year after HBO Max, which was previously owned by AT&T-backed WarnerMedia, was removed from Amazon’s channel offering when the companies were unable to reach an agreement to extend.

At the time, WarnerMedia’s strategy under then CEO Jason Kilar was for HBO Max to go directly to consumers rather than through third-party aggregators. Data collection was also an issue, with Amazon reportedly unwilling to share as much viewing data as WarnerMedia was looking for.

HBO Max lost around five million subscribers when it was initially removed from Prime Video Channels in the US last year.

Since David Zaslav has taken the reins of WBD as president and CEO, the strategy has shifted toward maximising revenues and ensuring the service gets the widest distribution possible.

“Warner Bros Discovery is committed to making HBO Max available to as broad an audience as possible while also advancing our data-driven approach to understanding our customers and best serving their viewing interests,” said chief revenue and strategy officer Bruce Campbell.

JB Perrette, CEO and president of global streaming and games at WBD, added that the company will “continue to collaborate and innovate so we can best serve our subscribers.”

HBO Max’s content line-up includes House of the Dragon, The White Lotus, Hacks and Succession, as well as the upcoming third season of His Dark Materials.

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