HBO CEO: We Partnered With Apple for HBO NOW Based on HBO GO Popularity

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Original poster
Apr 12, 2001
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Apple and HBO recently inked a deal that will see Apple becoming the exclusive launch partner for HBO's upcoming "HBO Now" web-based streaming service, and in an interview with CNBC, HBO CEO Richard Plepler explained why the company chose to partner Apple.

According to Plepler, the main reason why HBO opted to team up with Apple was due to the success of its existing cable-based service, HBO GO. 60 percent of HBO GO traffic comes from Apple devices, including the Apple TV, Macs, and the iPhone and the iPad. HBO GO apps have been available on iOS devices since 2011 and the service has been available on the Apple TV since 2013. Plepler also pointed towards the popularity of Apple devices as a deciding factor.

Well, listen. They're obviously an extraordinary company with a wide range of devices, and those devices are proliferating throughout the consumer base. But also, as we look at HBO GO, which is our streaming service tethered to distributors, we saw about 60 percent usage on Apple devices so it made perfect sense for us to work with Apple introducing HBO Now.
HBO Now differs from HBO GO because it does not require a cable subscription for access. Instead, all of HBO's content, including TV shows, movies, documentaries, and more, is available to customers for $14.99 per month. Launching in time for the Game of Thrones premiere in April, HBO NOW will be exclusively available on the Apple TV and Apple devices for the first three months of its life.

Once that three month period has expired, HBO will bring the service to other platforms as well. Plepler expects HBO NOW will be popular with millennials, calling it a "millennial missile," and he doesn't believe the price, which is higher than other services like Netflix, will turn customers away. "We think we have a premium product," he said. "We have extraordinary content ... and it's the price of a movie ticket and a bucket of popcorn."

In addition to partnering with HBO for HBO Now, Apple is also in the middle of negotiations for its own streaming television service, which would provide a select number of cable channels to customers via the web, with no cable subscription necessary. Apple is said to be planning to price the service at $30 to $40 per month for approximately 25 channels, and is partnering with ABC, CBS, Viacom, Fox, Discovery, Disney, and more.

Apple may be planning to launch its new service in June, at this year's Worldwide Developers Conference, possibly alongside a revamped set-top box.

Article Link: HBO CEO: We Partnered With Apple for HBO NOW Based on HBO GO Popularity
 

sulliweb

macrumors regular
Mar 13, 2011
249
5
Is it still exclusive to Apple Devices for the first few months?

I thought I read that HBO has also made a deal with Cablevision to allow their customers access to the service through their system as well.

http://techcrunch.com/2015/03/16/ca...ider-to-offer-hbo-now-to-broadband-customers/

http://www.fool.com/investing/general/2015/03/29/cablevisions-hbo-deal-isnt-a-problem-for-apple.aspx

This article certainly seems to act as if HBO's offer won't be quite as exclusive as Apple made it sound...
 

pubb

macrumors member
Mar 13, 2007
91
54
Candidly, all I care is whether it is geoblocked or not. iTunes content is not, so I can rent iTunes movies when I am travelling, but I cannot watch HuluPlus while I am abroad.

If I can't watch while I am on business trips, it makes no sense for me.

P
 

RDeckard

macrumors regular
Sep 23, 2013
187
564
"We have extraordinary content ... and it's the price of a movie ticket and a bucket of popcorn."
Where I live (So Cal), a movie ticket and a bucket of popcorn is 22 damn dollars!
 

usarioclave

macrumors 65816
Sep 26, 2003
1,447
1,506
Interesting that Apple has 60% of HBO Go's traffic. HBO Go is available on Roku, Samsung SmartTVs, XBox 360/One, PS3/4, Chromecast as well as android devices. I wonder where the other 40% is from.
 

Mord

macrumors G4
Aug 24, 2003
10,090
21
UK
Not available in the UK, bummer.

I really wish there was a legit way for me to pay for HBO shows that didn't involve giving a cut to Sky/Murdoch.
 

CFreymarc

Suspended
Sep 4, 2009
3,969
1,149
HBO NOW is ridiculously overpriced.
Agree. When other cable premium services follows HBOs model, we will see a price war just like when movie channels lost exclusives with local cable TV companies in the 70's. My take is Showtime will have a similar deal with Apple before the end of the year.

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Not available in the UK, bummer.

I really wish there was a legit way for me to pay for HBO shows that didn't involve giving a cut to Sky/Murdoch.
You can start your own Cable TV channel and break the BBC monopoly that Murdock did. Just start working the investor banks in London and go from there.
 

x5tuu

macrumors member
Jan 1, 2012
99
9
Not available in the UK, bummer.

I really wish there was a legit way for me to pay for HBO shows that didn't involve giving a cut to Sky/Murdoch.
Snap. My Apple ID is US centric for frequent travel but it looks at the IP address and determines if i am in/out of area so in theory I could subscribe while in the US but then sacrifice access when not there. Bummer
 

alent1234

macrumors 603
Jun 19, 2009
5,663
151
This, this this. I feel like Netflix has been very slow opening lately and Disney Jr is always blurry, which is a sign that bandwidth is being affected.

because it's technically impossible that it could possibly be netflix's fault?
 

kukheart

macrumors regular
Aug 22, 2003
224
21
Dallas
wish we had a firm release date, would be nice if it could be this weekend, or maybe start on monday 4-6 not to overload it all too fast dealing with weekend traffic.
 

iReality85

macrumors 65816
Apr 29, 2008
1,006
2,144
Upstate NY
Than you just don't appreciate the content. I believe it's worth it for the documentaries and it's exclusive television programming alone. Not to mention, Tonight with John Oliver and Real Time and HBO Boxing.
This. At $15/month, it's a good deal. Love John Oliver too. I hope this is a sign of things to come from cable providers, but then again, HBO has always stood alone as an additional subscription service.
 

Moonjumper

macrumors 68020
Jun 20, 2009
2,315
2,019
Lincoln, UK
Not available in the UK, bummer.

I really wish there was a legit way for me to pay for HBO shows that didn't involve giving a cut to Sky/Murdoch.
HBO content is all I want that Sky offers. I'm not considering Sky just because of that.
 
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