Prime subscribers can sign up for HBO Max for $14.99 per month at amazon.com/channels/hbomax. The channel can be canceled at any time.
“Now, with the addition of HBO Max again, customers can easily add this subscription and enjoy even more award-winning and fan-favorite entertainment on Prime Video,” said Cem Sibay, Vice President of Prime Video, in a statement.
“Warner Bros. Discovery is committed to making HBO Max available to as broad an audience as possible while also advancing our data-driven approach to understanding our customers and best serving their viewing interests. Today, we are thrilled to take an important step forward by announcing that HBO Max is returning to Prime Video Channels,” added Bruce Campbell, Chief Revenue and Strategy Officer, Warner Bros. Discovery.
HBO Max launched in May 2020 without support for Amazon devices because former WarnerMedia CEO Jason Kilar wanted the streaming service to be available as a dedicated app on Fire TV devices rather than available through Prime Video Channels. A dedicated app gives Warner access to all customer data and subscription revenue as opposed to sharing it with Amazon. Despite this, however, HBO Max became available as a Prime Video Channel months later.
The streaming service then left Prime Video in 2021, costing WarnerMedia 1.8 million subscribers that quarter.
Aside from WBD CEO David Zaslav’s questionable content strategy, HBO Max’s return to Prime Video Channels is a smart move for the company. WBD fell short last quarter, missing Wall Street expectations after many titles disappeared from HBO Max. HBO Max as a Prime Video channel will likely help the streamer gain customers.