Max’s priorities
When HBO Max turns into Max in a couple of weeks, the corporate hopes to make the transition as seamless as doable, together with protecting pricing regular and shifting watch histories over to the brand new platform.
However in terms of measuring the success of the brand new streamer, JB Perrette, president and CEO of world streaming and video games at WBD, has a couple of priorities.
“Within the very close to time period, migration success is one key metric,” stated Perrette.
Over time, three additional metrics embody model consciousness, buyer satisfaction and engagement.
“As that flywheel continues, we clearly wish to see subscriber progress and scale as an extra metric,” Perrette added.
Lowering churn is one other main hope for Max, with Zaslav noting that churn on Discovery+ is kind of low, whereas it’s the other for HBO Max.
“Driving that churn is as or perhaps extra necessary than driving the expansion,” stated Zaslav.
When Perrette identified HBO Max had been seeing report low churn for this yr, Zaslav twice interrupted the streaming CEO to say the churn is “nonetheless excessive” and in “an unacceptable vary.”
To cut back churn, Zaslav stated that the extra those who use a streaming service inside a household, the extra engaged persons are. (Curiously, that’s the other of Netflix’s strategy to cracking down on password sharing.)
Zaslav additionally stated that WBD now has a know-how benefit to succeed in customers the corporate beforehand had not been in a position to.
