Starting September 15, for anyone who has subscribed to HBO once through their Amazon Prime Video account, subscription will be discontinued as part of deal closed by parent company HBO, WarnerMedia to remove the channel from the Prime Video Channel Service.
Previously, the hosting deal that brought HBO to the Amazon Channels store allowed users to access regular HBO programming from the Amazon Fire TV user interface, allowing customers to easily sign up through their Amazon accounts. But this deal resulted in “main stumbling block“During negotiations, when it came to HBO Max, the company’s main streaming service, a proprietary application on the Amazon Fire TV platform, which led WarnerMedia to completely exclude HBO from its“ channels ”in order to get rid of middlemen.
In accordance with Hollywood Reporter, the outcome will be approximately 5 million canceled HBO subscriptions, which previously allowed users to individually subscribe through Amazon’s third-party channel platform for $ 15 a month. But the loss is worth it, WarnerMedia argues, if it means moving to allow HBO Max to become the primary entry point for subscribers looking to access its proprietary streaming content.
In an August interview with Bloomberg, Andy Forsell, chief executive of HBO Max, said short-term screening makes sense in the long run if it means the company can consolidate access to forge more direct relationships. with consumers.
“Owning the customer is important to us,” Forsell said. “If the viewer is in the app, we can customize the home page for them. We can adapt what they show them next. We can answer this in real time. “
As part of the agreement reached between WarnerMedia and Amazon, HBO Max will now be available as a standalone app on Amazon Fire TV devices, and anyone who purchased an HBO subscription through the channel platform will have access to HBO Max for free. Additional cost. According to an unnamed WarnerMedia executive who spoke to The Hollywood Reporter, anyone with an HBO subscription canceled through Amazon will be eligible for a prorated refund based on their most recent billing cycle, and will also be eligible for an unspecified special after their subscriptions are canceled.