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HBO Max Has Yet to Entice Key Group: People Who Already Have HBO

  • About 4 million subscribers activated service in first month
  • AT&T CEO: We need to ‘educate and motivate’ old HBO customers
HBO Max Sees 90,000 Mobile Downloads On Day One, Trailing Rivals
Photographer: Gabby Jones/Bloomberg

AT&T Inc.’s HBO Max, the new streaming service packed with movies and TV shows, is free if you already subscribe to HBO. And yet, millions of existing customers haven’t bothered to get it.

The company announced Thursday that 4.1 million customers activated the HBO Max service within a month of its May launch. But that compares with at least 25 million HBO subscribers would could access HBO Max though a wholesale or retail channel.