The transformation of HBO Max to simply Max is an important change in the strategy employed by Warner Bros. Discovery for the streaming app. This change in branding which now applies in parts of Latin America is part of the company’s objective to widen the scope of the platform from being solely premium content.
The rebranding seeks to focus on the multiple moving parts of the platform’s offerings, which have now incorporated the high production standards of HBO, and reality/mail documentary slots from Discovery. The idea is to have a broader cut across the market by rebranding Max to be an all-in-one service that enhances the competition against the likes of Netflix, Youtube, Hulu and Amazon Prime Video.
New Plans for Max Subscribers
Max is to have three subscription plans which will help consumers pick from the many options depending on their viewing inclination and needs.
- Basic Plan (with Adverts):
- Price: AR$ 2,190 and Yearly subscription entails AR$ 15,990 + VAT.
- This plan incurs ads but is offered at a cheaper rate.
- Permit streaming across two devices concurrently on full HD quality.
- Standard Plan:
- Price: AR$ 2,890 and the monthly subscription is AR$ 20,990 + VAT.
- Two devices can stream concurrently on Full HD resolution.
- Features a maximum of 30 offline downloads.
- Platinum Plan:
- Pricing: AR$ 3,490 a month or AR$ 24,990 a year plus VAT.
- Permits streaming on four devices at the same time, in 4K and ultrahigh definition with dolby atmos.
- Allows providing 100 offline views to its users.
This repositioning strategy, together with the new pricing model will help Max in the intense competition by appealing towards the diversified content along with the flexible subscription plans which might assist it in growing its penetration in such a saturated market of streaming services.