Max fans who don’t relish the idea of coughing up $9.99 per month more to access the Warner Bros. Discovery-owned streamer’s upcoming live sports tier might not realize that they’ve been making out like bandits with seemingly “free” sports content on other platforms for years, according to WBD global streaming chief JB Perrette.
“We’ve operated in sports in the direct-to-consumer space for a decade in Europe, through Eurosport, and what we learned there, through a lot of trial and error, is sports is a premium offering, it’s a passionate fanbase, obviously, it’s not something that appeals to everyone, and guess what? Everywhere in the world outside the United States, it’s priced separate,” Warner Bros. Discovery global streaming and games CEO and president Perrette told Variety co-editor-in-chief Cynthia Littleton at Variety‘s Entertainment & Technology Summit Thursday. “The only place in the world where it’s priced and jammed into the entertainment bundle is in the United States. We look at the model in streaming and say, now’s the time to actually reset that model. Rather than, like we see some of our peers giving it away for free — what seems like giving it away for free, because they’re just giving it for no additional costs in the entertainment price — we think it has to be priced separately.”
On Tuesday, WBD announced that beginning Oct. 5, a new “Bleacher Report” add-on package will be available for Max, including access to games from the NBA, Major League Baseball, the NHL and the NCAA “March Madness” tournament. The offering will also come with TNT’s popular “Inside the NBA” studio program and live international events such as “24 Hours of Le Mans.”
Warner Bros. Discovery says it will stream 300 live games on Max per year — but that it will cost you $9.99 to enjoy them, after a promotional period ends Feb. 29.
“It’s the right model, in terms of giving consumers choice,” Perrette said. “It’s the right model in terms of trying to make sure you set up a sustainable business model that derives enough revenue to support the ecosystem. We’re trying to build viable business models, not just things that drive short term subscribers.”
The sports tier plans come just ahead of Warner Bros. Discovery’s debut of the “CNN Max” streaming hub debuting on Max next week, and four months after Max itself launched as a combined HBO Max and Discovery+ in May.
In the time that Max has been available as the merged, rebranded product, Perrette says one-fifth of the content streamed has been legacy Discovery titles coming from Food Network, HGTV, Discovery Channel, etc.
“The title diversity, in terms of what people are watching, is proving out that ultimately a large portion of the base, as much as, obviously, HBO is the best and the most premium brand and content in television, that we all have also our guilty pleasures.”
According to Perrette, the “not surprising categories of content that are working extremely well” are true-crime titles, home and food content and adventure/survival content.
While it’s “early days,” Perrette says WBD is seeing subs increase their time spent on the service, which the company hopes will “eventually” lead to building scale following the initial drop in customers it took when HBO Max and Discovery+ were merged. (As WBD had expected, some customers — approximately 1.8 million — chose to cancel what was likely a duplicate subscription, lowering the overall count.)
“120 days into Max, a year and a half into the two companies coming together, we are well on our way in terms of a profitability turn, taking a business that lost over $2 billion last year and is now profitable in the first half of the year — which is pretty staggering,” Perrette said.
Max will begin rolling out in global territories in Q1 of 2024 with Latin America, where it was originally supposed to launch later this year, followed by Europe and Asia-Pacific regions.
Warner Bros Discovery Streaming CEO on Max Sports Pricing Hike
- Advertisment - 
Recent Comments
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on David and Victoria Beckham so ‘Charmed’ by Tom Cruise They Have His Photos on Display at Their Home
on Iowa State starting RB Jirehl Brock among latest college football players charged in gambling probe
on Biden to tout bill’s prescription drug prices, energy provisions in pitch to Americans, aide says
on Iowa State starting RB Jirehl Brock among latest college football players charged in gambling probe
on The Rev. Al Sharpton to lead protest after Florida governor’s ban of African American studies course
on Sports World Hails ‘Superwoman’ Lindsey Vonn for Her Grand Comeback Despite Career-Changing Injury
on San Mateo County Community College District sues five companies over role in ‘pay to play’ scandal
on Saipan, placid island setting for Assange’s last battle, is briefly mobbed – and bemused by the fuss
on ‘Pokémon Scarlet’ and ‘Violet’ Fan Theories Suggest Legendary Time Travel, Alternate Dimension Plot
on Joe Manchin and Tommy Tuberville introduce bill on name, image and likeness rules for college sports
on Inside the Michael Jordan ‘Air’ movie, plus why NFL, others are buying into the sports film industry
on If you’re a frequent traveler, these wrap tops from Aday will revolutionize your on-the-go wardrobe
on How Does Jack Nicklaus Travel? Exploring the Private Jets Owned by the ‘Golden Bear’ Over the Years
on Hollywood Reporter: Tom Cruise negotiated with movie studios over AI before the actors strike began
on Ford Blue Cruise: US regulators investigate fatal crashes involving hands-free driving technology
on Dozens of boats cruise the Seine in a rehearsal for the Paris Olympics’ opening ceremony on July 26
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on David and Victoria Beckham so ‘Charmed’ by Tom Cruise They Have His Photos on Display at Their Home
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on CBS Sports announces Matt Ryan will join NFL studio show. Longtime analysts Simms and Esiason depart
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Boise State vs. Air Force live stream, odds, channel, prediction, how to watch on CBS Sports Network
on Biden to tout bill’s prescription drug prices, energy provisions in pitch to Americans, aide says
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on ‘Best Intention’: Chris Kirk Has Absolute Trust in Jay Monahan and PGA Tour’s Widely Debated Model
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CBS Sports announces Matt Ryan will join NFL studio show. Longtime analysts Simms and Esiason depart
on Carlos Sainz’s Soccer Fanboy Emerges as Spaniard Shares Defining Moment With This Real Madrid Legend
on Biden: ‘At this point I’m not’ planning to visit East Palestine, Ohio, after toxic train derailment
on ‘Best Intention’: Chris Kirk Has Absolute Trust in Jay Monahan and PGA Tour’s Widely Debated Model
on Ahead of big sports weekend, dispute with Disney leaves millions of cable subscribers in the dark
on A heavy wave of Russian missile attacks pounds areas across Ukraine, killing at least 4 civilians
on 2024 Super Bowl: CBS Sports Network and CBS Sports HQ to combine for 115 hours of weeklong coverage
on 2023 NFL All-Rookie Team: CBS Sports draft expert, former GM unveil league’s best first-year players
on Army vs. Coastal Carolina live stream, how to watch online, CBS Sports Network channel finder, odds
on AL Rookie of the Year Julio Rodriguez Spreads Joy and Sportsmanship to the Youth of Loma de Cabrera
on After UFC Fallout, Conor McGregor Offers a Valuable Piece of Advice to Free Agent Francis Ngannou
on Dubai International Airport sees 41.6 million passengers in first half of year, more than in 2019
on Devout athletes find strength in their faith. But practicing it and elite sports can pose hurdles
on Despite strong Lunar New Year holiday data, consumer spending in China isn’t roaring back just yet
on Dave Portnoy: Taylor Swift’s security should ‘drag Kim Kardashian to jail’ if she attends Eras Tour
on CONCEPT ART: New Details Revealed for Disney Cruise Line Lookout Cay at Lighthouse Point Destination
on “Completely Knocked Me Out”: Rob Lowe Recalls Boxing Match With Tom Cruise On 1983 Brat Pack Classic
on CBS Sports, Serie A announce new TV rights deal; Paramount+ to air over 400 Italian soccer matches
on Cam Newton’s Violent Public Incident Draws Hilarious Reaction From 3x All-Star: “Where Do I Sign Up
on Boston College vs. Army live stream, how to watch online, CBS Sports Network channel finder, odds
on Angel Reese Launches Foundation Dedicated To Empowering Women Through Sports & Financial Literacy
on A weaker dollar, skyrocketing prices and ‘record’ visitor numbers: Good luck in Europe this summer