HBO Max Announces Comcast Added, as Amazon Fire TV and Roku Are Not

The long-awaited launch of AT&T’s HBO Max subscription VOD service drew some early frustration on Twitter Wednesday from apparent cord cutters upset that the $14.99 monthly offering isn’t available on popular streaming platforms. WarnerMedia is offering the subscription directly and through many MVPDs and vMVPDs, not over Amazon Fire TV or Roku. Early Wednesday afternoon Comcast emailed that it reached an agreement to give Xfinity X1 and Flex customers access to HBO Max at no extra cost “via the HBO Max app and website while the companies work to quickly bring the HBO Max app” to the X1 platform and 4K Flex streaming device included with Xfinity Internet.

Roku emailed it believes HBO Max “would benefit greatly from the scale and content marketing capabilities available with distribution on our platform.” Roku is focused on “mutually positive distribution agreements with all new” over-the-top “services that will deliver a quality user experience,” a spokesperson said. “Unfortunately we haven’t reached agreement yet with HBO Max. While not on our platform today, we look forward to helping HBO Max in the future successfully scale their streaming business.” HBO Now is available on Amazon and Roku streaming platforms, but those subscribers won’t be able to get HBO Max. A WarnerMedia spokesperson emailed that HBO Now will continue to exist on platforms “where we don’t yet have distribution deals.”

An Amazon spokesperson emailed that "with a seamless customer experience, nearly 5 million HBO streamers currently access their subscription through Amazon’s Prime Video Channels. Unfortunately, with the launch of HBO Max, AT&T is choosing to deny these loyal HBO customers access to the expanded catalog. We believe that if you’re paying for HBO, you’re entitled to the new programming through the method you’re already using. That’s just good customer service and that’s a priority for us.” Amazon said having HBO Max available on Prime Video Channels would ensure a seamless experience for all HBO customers, and the current HBO Max distribution strategy will cause confusion.

HBO Max is available to “millions” of existing HBO and HBO NOW subscribers who can access the “greatly expanded offering at no extra cost,” said WarnerMedia. HBO Max launched with 10,000 hours of content, including the eight Harry Potter films, plus half a dozen original series. The more than 100 acquired titles available at launch include Friends. Eight more HBO originals are due in summer, followed by 14 in fall. More than 50 are “upcoming,” it said.

Also getting access are current HBO subscribers who get their service and are direct-billed through AT&T, AT&T TV, Cox, DirecTV, Hulu, Optimum, Spectrum, Suddenlink, Verizon Fios TV, U-Verse TV and select independent cable, broadband and telco providers through the National Cable Television Cooperative, said WarnerMedia. Those include Atlantic Broadband, RCN and WOW. See here for all providers offering the service.

Wells Fargo's Jennifer Fritzsche emailed the launch was met “with little fanfare” and skepticism from the industry trade press. Though AT&T has its work cut out for it to compete with Netflix, Amazon, Comcast, Disney and Hulu, the analyst highlighted the “quality and depth” of HBO’s content library at launch along with an “expected ad-supported model at a lower price point to round out its service offers.” Pivotal Research Group's Jeffrey Wlodarczak warned of increased squeezing of Roku by MVPDs and other players. He expects more content providers to follow Netflix’s lead and sign deals with traditional distributors to be bundled into pay-TV offerings, which “obviates the need for Roku.”