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HBO quits Amazon Prime as WarnerMedia takes a hit – The Hollywood Reporter

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HBO will lose some 5 million of its subscribers via the Amazon Prime Video channel platform on Wednesday.

In messages sent to subscribers earlier this month, Amazon said HBO subscriptions would be canceled on September 15, with users receiving a pro-rated refund based on their last billing cycle. HBO is expected to offer a special offer to Amazon subscribers after their subscriptions are canceled, said a WarnerMedia executive with knowledge of the matter. The Hollywood reporter.

Previously, Prime users could individually subscribe to HBO through the channel platform for $ 15 per month. But at the end of last year, WarnerMedia and Amazon reached an agreement to remove HBO from Amazon channels this year, as WarnerMedia wanted HBO Max to become the primary entry point for subscribers engaging with its streaming content. Instead, HBO Max became available as a standalone app on Amazon Fire TV devices, and existing viewers who purchased HBO subscriptions through the channel platform got access to HBO Max at no additional cost.

Talk with Bloomberg Last month, HBO Max chief Andy Forssell said HBO was prepared to lose subscribers in the short term if that meant cutting out the middlemen – in this case, Amazon – and having a direct relationship with consumers instead. (HBO also did the same with Roku and Apple TV.)

“It’s important for us to own the customer,” said Forssell. “If the viewer is in the app, we can tailor the home page to them. We can adapt what they show them next. We can respond to them in real time.

As for Amazon users, the tech giant is offering promotional subscriptions of $ 0.99 per month – up to two months – to Paramount +, Starz and Showtime through September 17. Amazon Fire TV users should not experience any disruption to their HBO Max subscriptions, but those without a Fire TV device will need to go through HBO Max separately to set up a new subscription.

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