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AT&T Plans Lower-Priced Version of HBO Max With Advertising

  • CEO Stankey says service will also include extra programming
  • Company’s aim is to reach widest possible audience for network
HBO Max Sees 90,000 Mobile Downloads On Day One, Trailing Rivals
Photographer: Gabby Jones/Bloomberg
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AT&T Inc. will debut an ad-supported version of HBO Max next spring at a lower price, a bet that it can broaden the appeal of a hallowed entertainment brand without eroding its cachet.

The new version of HBO Max will have a “light ad load,” AT&T Chief Executive Officer John Stankey said Tuesday in an interview. Some shows on the service will remain advertising free and only available to subscribers who pay the full price.