Access this insight with a Premium plan. Contact our sales team to get started.
In May, AT&T launched HBO Max in the US, joining an already crowded video streaming market led by Netflix. This was the first major video streaming service launch by an operator in the US. Globally, a handful of operators have launched their own over-the-top (OTT) service, but many of these had live TV as their core proposition and none were as high profile as HBO Max. With a run of a few months behind it, now is a good time to assess the performance of HBO Max and the implications for AT&T, as well as what it means more generally for operators launching an OTT service.
Report details
HBO Max: primed for success, but execution will be key
Report details
HBO Max: primed for success, but execution will be key
Related research
Industry Checkpoint: pay TV, Q3 2026
This edition of the Industry Checkpoint series focuses on pay TV, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: the growing strategic importance of controlling the TV home screen, the move from provider-defined to user-defined video content bundles, the growing importance of live sports for OTT video in North America, and free ad-supported streaming TV (FAST) moving into its next phase.
Pay-TV Markets, Q1 2026: developments and outlook
Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.
Pay-TV Markets, Q4 2025: developments and outlook
Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most or how OTT competition will impact the adoption of traditional pay TV.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn more- 200 reports a year
- 50 million data points
- Over 350 metrics
How can we support you?
Get in touch
Contact the GSMA Intelligence support team for help with your account, subscriptions, or access to reports and insights.
Newsletter
Subscribe to the GSMA Intelligence newsletter for the latest industry news and insights, delivered to your inbox.