Standalone HBO Now subscriptions at 800,000, says network's CEO
Despite launching almost a year ago with a publicity boost by Apple, HBO Now currently has just 800,000 subscribers, the head of the premium network revealed on Wednesday.
"I wouldn't say only 800,000 subs," Richard Plepler commented during a Time Warner results call, as reported by Re/code. "We're just getting started... I think we're going to make a lot of progress."
Plepler argued that the service was doing well for something briefly limited by an exclusivity deal with Apple. When the service launched on April 7 last year, it was made exclusive to iOS devices and the third-generation Apple TV for a three-month period, coinciding with the fifth season of Game of Thrones. That kept it off Android devices during a critical period, as well as hardware like Rokus and the Google Chromecast.
Plepler said that in 2016 HBO will be making a bigger marketing push for Now, including highlighting new content from talent like Jon Stewart and Bill Simmons.
Until today the service's subscriber numbers were kept out of the public eye, possibly because HBO was anticipating more rapid adoption. U.S. audiences are increasingly turning to Internet-only video and abandoning cable and satellite TV, which are still HBO's lifeblood.
It's unknown whether HBO might be included in Apple streaming bundle rumored for later this year, but the network is already available through some other streaming providers, such as Sling TV.
"I wouldn't say only 800,000 subs," Richard Plepler commented during a Time Warner results call, as reported by Re/code. "We're just getting started... I think we're going to make a lot of progress."
Plepler argued that the service was doing well for something briefly limited by an exclusivity deal with Apple. When the service launched on April 7 last year, it was made exclusive to iOS devices and the third-generation Apple TV for a three-month period, coinciding with the fifth season of Game of Thrones. That kept it off Android devices during a critical period, as well as hardware like Rokus and the Google Chromecast.
Plepler said that in 2016 HBO will be making a bigger marketing push for Now, including highlighting new content from talent like Jon Stewart and Bill Simmons.
Until today the service's subscriber numbers were kept out of the public eye, possibly because HBO was anticipating more rapid adoption. U.S. audiences are increasingly turning to Internet-only video and abandoning cable and satellite TV, which are still HBO's lifeblood.
It's unknown whether HBO might be included in Apple streaming bundle rumored for later this year, but the network is already available through some other streaming providers, such as Sling TV.
Comments
The should sell it to Apple and they will automatically get a lot more users and a lower price.
In my dreams!
Pay TV subscriptions still account for over 80% of US households. That's roughly 100 million customers that already have the HBO option available. And HBO's existing subscriber base numbers around 28 million US homes. Those subscribers already have full access to HBO Go, plus all of the live channels; and the cost is roughly the same as or less than HBO Now. From my experience, I'd much rather watch or record from the live HD channels. Better picture quality and none of the hiccups I get with streaming channels.
If we're talking about 20 million households that do not have a pay TV subscription, then HBO's maxed audience for the standalone product is only about 6 million subscribers, generously assuming that HBO would capture an equal portion of the cord cutting audience that they currently do with pay TV customers. Figure that a large number of cord cutters don't believe in paying anything for TV, and also figure that some of them already use HBO Go with a shared password from friends or family (HBO has indicated that they do not discourage families from sharing passwords to access HBO Go). HBO Now is a growth opportunity. But, still one with a very limited top side.
The overall number of pay TV households is indeed shrinking. But, that rate of decline remains very slow.
What I did was to set up an older (2009 maybe? It can run Windows 10) Windows Laptop and connect it to the VGA port on my TV. Would also work with an HDMI Equipped Mac. AirPlay as a Mac screen mirror should work, too. I have a wireless mouse and keyboard. I use this for Live content (Football, basically. Or, for shows I DVR and want to watch that night). Your credentials then allow you to log into the various network apps (NBC, ABC, Fox, HBO Go) and use them on the Apple TV. It does NOT carry over to the CBS App, however.jbdragon said: As far as I know, it is the price. There is a free first month, and then it is (from the Welcome email):
Total with taxes seems to be about $18.
It is still rolling out to areas. Was in Boston only last fall, expanded to the Boston Region (where I am, in Southern NH) late last year. Chicago, now, too. More coming, and I think plans are to be everywhere by the end of the year.
You must have Comcast Internet, and much of the programing, you need to be on your home network to view. However, if you DVR something, you can transfer to your iPhone/iPad via the app and not be bound by your location. If you are in an area that they impose data caps on your home internet, the live viewing does not count toward your data cap.
So far, I like what this has to offer. It is really the best option for me. I am too far from the towers, and too many trees to get any of the major networks from my house unless I want to go in the attic and start drilling my walls.
They have also started a user community where they are soliciting feedback. Very few of us in it so far, as it is controlled. The biggest issue/suggestion is Apple TV and Chromecast ability.
800k x $15/a mon = $144 million/year.
That'a a fucking good business.