EJ Moreno on HBO Max and the streaming wars…
We’ve come to a time where streaming services are battling it out as networks did during television’s prime. After Disney+ launched last year, it felt like the reigning king of streamers Netflix finally met its match. While Netflix didn’t crash and burn on the launch of Disney’s streamer, it did change the game a bit. But now, a new competitor has entered the battle.
HBO Max is just around the corner, and it’s clear from just the advertising alone that the WarnerMedia streamer is unlike any other. While Disney+, Netflix, and the other streamers will survive, they seemingly can’t compete with what HBO Max is about to offer viewers. From it’s accessibly to the content library, I am making the bold prediction that this will be the next big thing in the streaming wars.
When you take a look at the sheer amount of diversity in HBO Max’s catalog, it’s obvious they’ve played a smart long game. Over the years, WarnerMedia went around and worked out deals for the rights to different intellectual properties; this goes back long before Disney made it a mad dash with the purchase of Marvel and Star Wars. From Sesame Street to their long-standing relationship with DC Comics, Warner Bros and HBO have put in the work to expand the type of content they bring to their viewers. This is reflected in the commercials for the streamer alone as we see clips from so many different fandoms.
Where else can you find Elmo, a Time Lord, Batman, Jon Snow, and Scooby-Doo in one place? Offering this much of a viewing selection is something no other streaming service is bringing. Netflix lacks a solid base for children’s entertainment, and Disney+ is only focusing on the family market. HBO Max is seeing both sides and merging them in one happy home.
There will be a focus on children’s entertainment like brand new Looney Tunes cartoons and an Elmo talk show. But on the flip side, the streaming service will host more mature content like a Friends reunion special and a new series from Anna Kendrick. There’s a focus on content for women on the platform, vast libraries of the geekiest shows, and even a queer competition reality show titled Legendary. HBO Max’s commitment to giving every viewer something tailored made for them is refreshing, while so many other streamers are going for mass appeal and broad strokes. On the first impression, you see HBO Max making sense for families, couples, and solo viewers.
Calling in favors and having relationships with other brands is key to survival when the competition gets hot. HBO Max made some phone calls that put the streaming service in an exciting position; it’s strong enough to work on its own, but gleefully teaming with different outlets to sweeten its deal.
The BBC opened its catalog to the streaming service, giving Max the exclusive North American rights to fan-favorites like Doctor Who and Luther. Japanese animation studio Studio Ghibli will provide its entire archive to the streamer, giving fans a chance to see the Oscar-winning Spirited Away for the first time, possibly. American anime distributor Crunchy Roll and classic film collectors Criterion Collection will also provide content for HBO Max as well.
Looking at its peers, Disney+ and Netflix, both seem to stick to themselves. Other streamers like Hulu and Amazon Prime will work with other companies to expand their catalogs, but it’s a rare practice for the heavyweights. Netflix likes to create a lot of its in-house products or license Americans television shows for an oversea audience, but rarely if ever works with another film studio exclusively. The same goes for Disney’s streaming service as they currently only host the products Disney owns directly.
HBO Max looks to shake things up by not only featuring its signature content but give so many other fandoms a home for their favorite entertainment. Warner Media already owns a vast selection of movies and shows based on DC Comics, but what about adding things like Rick & Morty and Dragon Ball to your ranks? It’s strategically going after some of the most passionate fans around pop culture and making it a one-stop-shop for their watching needs.
We all question when a new streaming service comes out if we really “need this one.” It becomes a financial and time-consuming burden to have a new place to watch shows and movies pop up every few months. This is by no means saying that HBO Max is the end all be all of streaming, that you need to drop what you are doing and grab this opening day. But when you look at the idea of “more bang for your buck,” there might be someone who is attempting to fulfill that notion.
Coming so late in the game has helped HBO Max learn from mistakes, carve its own path, and try to push the others to offer something similar. If the interface for the platform runs smoothly, with a user-friendly feel to it, you can see this becoming a staple in many homes, like HBO was for decades leading up to this new digital age.
EJ Moreno
