Is Disney's aggressive pricing driving HBO Max? Original news was that this was going to have a 16-17$ price point. Obviously this is a starting point
Talk of Tinseltown: John Stankey, the WarnerMedia chief and newly minted AT&T CEO-in-waiting, has been considering a plan to offer the HBO Max streaming service at an initial price of $14.99 a month — the same price as a regular HBO subscription, sources with knowledge of his discussions tell me.
• Stankey is also eyeing April 2020 as a potential launch date for the service, which will include programming from HBO, Turner, Warner Bros and CNN, and may eventually include sports programming, the sources said.
The big picture: By offering HBO Max at the same price as HBO, Stankey believes he can retain existing HBO subscribers and make the service more attractive to consumers who have an increasingly wide array of lower-priced subscription options, the sources said.
• Once those subscribers are in the door, Stankey would likely explore plans to raise the price incrementally over time, the sources said.