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While HBO hasn鈥檛 integrated these partnerships into the show itself, they could be a preview into how retail and Connected TV (CTV) will continue their convergence. 62.7% of US consumers discover new brands or products from TV, and well over a third (38.7%) searched online to consider buying something that they saw on TV, per a September 2024 蘑菇AV survey conducted with Shopsense AI.

Discord's first Quest, a partnership with HBO for a "Dune" trailer, had an 85% video completion rate, according to their internal data. And 100% of those who completed a quest redeemed their avatar decoration. Millions of people joined a Quest around the popular title Genshin Impact, which led to an 80% increase in user gameplay hours the week that the Quest was active.

Gone are the days when Netflix, HBO Now (now Max), and Prime Video prohibited ads. Every service publicly broken out by the Nielsen Gauge now sells advertising. Apple TV+ is the largest holdout in streaming advertising, and many insiders believe it, too, will eventually offer an ad tier. It is rare for subscription streaming services to not sell advertising.

HBO and Discovery+ going to the 鈥淢ax鈥�: Combined streaming service kicking off in May will bring new business leads for advertisers. Read online.

The platform's focus on premium content has earned it a reputation as the 鈥渘ew 贬叠翱,鈥� though this niche positioning may limit broader appeal. Recent theatrical releases like "Killers of the Flower Moon" and "Napoleon" garnered critical acclaim but mixed commercial success. Apple wants to reduce spending on originals and license more content, having invested $20 billion in original content to compete.

CTV ad spending is expanding because more services have adopted ads, streaming services have increased their ad loads, and people continue to spend more time streaming. Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years.

HBO and the Oscars fought for Sunday鈥檚 primetime viewers: The finale of blockbuster show 鈥淭he Last of Us鈥� aired during Hollywood鈥檚 biggest night.

The show moved to HBO in 2016 to address declining DVD revenues, with episodes later airing on PBS. A five-year deal in 2019 transferred the series to HBO Max (now Max). The Warner partnership provided critical financial support as viewing habits shifted away from traditional formats.

HBO eyes the Empire State Building. To promote the latest season of 鈥淗ouse of the Dragon,鈥� HBO parked a 270-foot inflatable dragon on the top of the Empire State Building. HBO鈥檚 marketing team has historically leaned into OOH ads鈥攊ts promotion of "House of the Dragon" season one in 2022 featured a 3D Times Square ad that simulated a dragon breaking free from the screen.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

Despite its linear presence, HBO will join the Streaming & Studios division due to its Max platform integration. Questions remain about the placement of properties like CNN, which spans both traditional and digital platforms. The restructuring is expected to be completed by mid-2025, with leadership roles and operational focus still to be determined.

The game will almost certainly sell very well鈥擭aughty Dog, the studio behind "Intergalactic," also made "The Last of Us," source material for the acclaimed HBO show of the same name. The impact of games as an advertising channel has markedly grown over the last decade.

What do brands need to know about the next wave of digital growth?

Max is strategically replacing HBO Go with Max across Southeast Asia, introducing enhanced features, improved technology, and flexible subscription options including mobile-only plans in Indonesia and the Philippines.

Exclusive experiences like this are helping Amex to win over millennials and Gen Zers

Yeah, just yesterday, the evening, I was having a conversation with my girlfriend talking about this decision because she is an HBO Max subscriber and I told her what was going to happen and she said, "Wait, they're taking the label HBO off the app?" And I think for HBO fans, that's a shocking, nonsensical decision. And then she asked, "Is something wrong with how HBO is doing?" And I said, no.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

But the long-term success of the app will depend on whether the Discovery+ content will be enough to keep HBO fans engaged. 鈥淭he demographics are actually pretty different [between] the typical HBO Max subscriber and the typical Discovery+ subscriber,鈥� said Goldman.

Meanwhile, entertainment companies鈥� cost cutting and focus on profits has led to a licensing liberalization, best evidenced by the HBO hit 鈥淪ex and the City鈥� becoming available on Netflix. Sports will fill some voids.