With the launch of HBO Max coming up in just one week, the confusion surrounding all of AT&T’s video services has been a topic of conversation again.
In a recent virtual event, AT&T COO John Stankey addressed the multiple services, saying “What Max and AT&T TV have in common is they are both software based, independent of any proprietary hardware, allowing customers to get access content over any device, over any hardware platform.”
While packages with hundreds of channels were traditionally what customers were looking for, Stankey then acknowledged that cord cutters are gravitating toward smaller, more focused services.
“You want a platform that can distribute both. So AT&T being software driven, HBO Max being software driven, user interface capabilities, bundling, price start to move together,” Stankey said. “I think we’re at a very natural place to see that begin to occur and our TV business and our SVOD business start to become one as we get out over the next couple of years.”
While AT&T has been clear that its focus going forward will be on HBO Max, offering an option to bundle the services could help them both stand out in a crowded market. With AT&T announcing that HBO Max will be available as an add-on for other live TV streaming services including Hulu and YouTube TV, the question is whether AT&T can offer an incentive that would make the bundle worth it for subscribers.
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