HBO Max’s ad-supported tier is a bad idea — here’s why

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HBO Max's ad-supported tier is a bad idea — here'due south why

(Image credit: Shutterstock/Future)

What is Stream Time?

Stream Time is where Tom'southward Guide senior editor Henry T. Casey dives into the big choices we brand about streaming media. We tackle it all, from the best and worst streaming services and devices, to the never-catastrophe list of shows to watch.

Editor's note: This story has been updated to reverberate HBO'southward June two annunciation that original HBO content will not be getting ads.

HBO Max volition have ads — if yous want them. Starting in June, the WarnerMedia-endemic streaming service volition offer a cheaper $ix.99 per calendar month discount, going down 33% from its standard $14.99 per month packet. But there'due south a big catch (or two) at hand.

While well-nigh advertising-supported streaming services have integrated these commercials in a natural way — for Peacock and Paramount Plus ads are their way of life — HBO Max faces a weirder challenge, and takes abroad from its subscribers. And information technology feels like a big enough issue that I'd wait for 2022 before I even considered it.

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Get-go, let's pause down why HBO is finally giving into ads. Paul Dergarabedian, a senior media analyst at ComScore, told me "it's a way for the streamers to garner more audience or to gain more than subscribers. And... that once you subscribe, it's sort of a set it and forget information technology kind of thing."

HBO Max is likewise betting that these customers will be enticed to upgrade, he notes, saying that some could "fall in love after that offset day and y'all decide to go all in and pay the boosted cost." Naturally, he said, "that's a win too."

Absolutely, there's a department of the HBO Max pie where ads brand sense. Think near HBO Max as ii halves: the HBO originals so the Max. The latter contains everything they brought in similar Large Blindside Theory, Friends and the remainder. And while filling HBO Max with ads makes sense for the Television content in the Max half — information technology doesn't for the HBO originals. Which is why we're happy to hear HBO denote that "Additionally, ads will non play during HBO programming."

Just HBO Max'southward ads don't make sense

HBO has a tight rope to walk for where and when it places ads. Take information technology from me, someone who is watching original WWE programming on Peacock, which has manually created advertisement-breaks where they were not before.

Dergarabedian agrees that this could be trouble, telling me "I retrieve a big role of this is how are the ads integrated, which I think is a big part of this. I've literally had to turn off some streaming stuff considering it kept repeating the same three ads at three, five or ten minutes. And it collection me off the platform."

(Epitome credit: HBO)

WarnerMedia, at its upfront event last week, claimed that HBO Max would feature the "lightest advertizing-load in the industry," meaning the commercial breaks will hopefully exist really short. That said, Warner is looking to innovate with ads, the kind of sentiment that always seems to air current upward going wrong.

In HBO Max'south example, we're getting Pause Ads — so you'll see an advertisement when you suspension the Telly. That may be easy to ignore in the moment, but it simply reminds me of Amazon'south "Special Offers," the ads on its Kindle eastward-readers and Fire tablets that yous have to pay to go rid of.

HBO Max's ads undercut its biggest special feature

Then at that place's the other big asterisk with HBO Max with ads. You lose access to big Warner Pictures movies, released in 30-day windows that kickoff on the same day they hit theaters.

Contempo examples include Godzilla vs Kong, while forthcoming blockbusters such as The Suicide Squad, Infinite Jam 2 and Dune give more reason to go for ad-free HBO Max.

(Image credit: Warner)

And I'm not talking about HBO Max equally an culling to the theater. The big thing here, if yous enquire me, is the power to rewatch new movies that you saw in theaters and loved.

I actually hope anyone signing up for ad-free HBO Max knows that it won't have these movies. The app will probably give you the option to upgrade, simply when these films are one of HBO Max's key differentiators (unless you really love Friends), this is a tough call.

When the likes of Netflix, Disney Plus, Hulu, Peacock and Paramount Plus already accept a ton of TV to watch, how is HBO Max actually standing out? Sure, it'due south got a ton of Criterion Collection and Studio Ghibli films, but I doubt those are gonna be a nifty fit with ads either.

Bottom line: The price is wrong

Lastly, let's talk about price. The big reason why advertisement-supported tiers is to lure people in at a more than affordable level. Simply HBO Max'due south ad-supported package costs $9.99 per month. That's twice as much every bit the ad-supported Paramount Plus ($4.99, with no live CBS stations), and $4 more than Peacock and Hulu's $5.99 per calendar month ad-supported tiers.

Personally, I like HBO Max's library more than whatsoever of its ad-supported competitors. And that's why I pay for the ad-supported Peacock and Hulu (I don't get equally annoyed at disruptions on those services). Those who don't like the HBO Max library enough to pay full price may like the ad-supported tier's lower investment, but when it costs $9.99? The same price as the no-ads versions of Paramount Plus and Peacock? That'southward a hard ask.

(Image credit: Hulu; Peacock)

This is made harder past the fact that none of these services do a great job of telling potential subscribers how many shows and movies they offering. Peacock claims "hundreds of movies" and "bingeworthy TV," forth with sports and news, while Hulu boasts "thousands of shows and movies."

I guess HBO Max is just betting that people see its content as more valuable. That's why its entry-level $xiv.99 price is that much more expensive. But will it still be every bit compelling without the big movies, and with ads in HBO shows where they don't vest? I guess we'll notice out when WarnerMedia reveals the sign-upwardly numbers.

But for now, HBO Max with ads sounds a lot less interesting for today, and a bit more understandable for 2022. By and so, HBO Max won't be getting movies at the same twenty-four hour period as theaters, and so the divergence between the content yous get on the tiers won't be as glaring.

Be sure to cheque out my guides to the best streaming devices (and best streaming services ) for more recommendations. Email me at henry.casey@futurenet.com or get out a annotate below with anything y'all'd like to meet me cover in the streaming world — I might but address it in a time to come installment.

• Read next: How to sentinel The King of Staten Isle online

Henry is a senior editor at Tom'due south Guide covering streaming media, laptops and all things Apple, reviewing devices and services for the by half-dozen-plus years. Prior to joining Tom's Guide, he reviewed software and hardware for TechRadar Pro, and interviewed artists for Patek Philippe International Magazine. He'due south also covered the wild earth of professional person wrestling for Cageside Seats, interviewing athletes and other manufacture veterans.

Source: https://www.tomsguide.com/news/hbo-maxs-ad-supported-tier-is-a-bad-idea-heres-why

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