HBO Max's takes its success international

Ariel Ariel
7/23/21

This is a single insight from This Week in Apps #71 - It's IPO Season Again. Check out the full article for more insights.


One of my favorite streamers, HBO Max, made its first post-launch expansion last month. The streaming platform the took the U.S. by fire is now available in 39 countries in Latin America and the Caribbean.

Curious why HBO Max is starting its expansion by going south? I had a look at Disney+'s downloads, and it's very clear that Latin America outpaces Europe.

A look at HBO Max's downloads confirms it as well. The move was a smart one. Since the beginning of July, HBO Max was downloaded more than 7,000,000 outside of the U.S., based on our estimates.

Mexico and Brazil were responsible for most of those, adding 2.3M and 2.1M downloads in the first 20 days of the service's availability.

HBO Max's pricing model is a bit different in the new territories and comes with a free trial and a hefty discount of 50% for early adopters, so we'll have to wait a bit before we can analyze revenue and its potential.

For now, what we do know is that downloads from Android far outweigh downloads from iOS outside the U.S. by a factor of 10.

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All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.


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