AT&T continues to leverage the May 27th launch of its HBO Max premium streaming services to entice subscribers to its struggling DirecTV satellite-based subscription TV service.
Most recently, the company announced it is offering HBO Max free for one year to new subscribers to the direct-to-home satellite TV service’s Choice plan and above (it’s not available for the Entertainment or Select packages).
New DirecTV subscribers signing up for the offer must commit to a two-year service contract. The Choice package runs $59.99 per month plus an activation fee and monthly equipment fees.
The deal sweetens the service’s previous offer of a free year of HBO for new Choice plan and better service, along with three free months of months of Cinemax, Showtime, Starz and Epix. At the end of the free periods, subscribers will be auto-renewed and charged the regular monthly rates for the services, unless they cancel or change their plans. That’s $17.99 monthly at the current rate for the regular HBO service unless canceled first.
The new subscriber bonus extends the previous offer of free HBO for a year (plus the other 3-month-free channels) to new subscribers by adding access to the new HBO Max app ($14.99 regular rate).
AT&T is hoping that early demand for the new premium streaming service app will bring in subscribers to its various other live pay-TV offerings. The company has been pacing the industry in subscriber losses to the cord-cutting movement in recent months.
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The HBO Max service, which is AT&T’s answer to Disney’s Disney+ and Apple’s Apple TV+, will be loaded with on-demand content from the large HBO, Warner Bros and Lionsgate movie libraries, in addition to HBO’s original series, and even some non-HBO movies and programs, including content from such AT&T-owned channels as Cartoon Network, Adult Swim, and Turner Classic Movies.
In addition, subscribers to the current HBO Now app can upgrade to HBO Max free, and those who take HBO from various AT&T pay-TV services (DirecTV, U-verse, AT&T Now, AT&T TV, and AT&T Wireless users) also get HBO Max free. In the case of DirecTV that would be subscribers to the Premiere service tier or anyone who pays an additional $17.99 extra to add HBO to their package. As previously reported here, subscribers to the Charter cable service who currently subscribe to HBO, including subscribers in its Spectrum Silver and Gold video packages, will automatically be given access to HBO Max for no additional charge.
Among some of the popular content will be The Big Bang Theory, Friends, South Park. In addition, like Netflix, Amazon Prime,, Disney+ and Apple TV+, HBO Max will also include new original programs through its app.
HBO Max will be available through the HBO Max app or HBOMax.com.
The company has yet to announce if the HBO Max service will be streaming content in 4K and high dynamic range (HDR) as most of its key rivals do.
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By Greg Tarr
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