HBO Max: primed for success, but execution will be key

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.