Streaming & OTT

HBO Max’s Ad-Supported Tier Will Have Everything But New Theatrical Releases

Debuting in June, it's already secured $80 million in upfront commitments

“Advertising, when executed thoughtfully and elegantly, is a powerful way to lower prices for everyone,” said WarnerMedia CEO Jason Kilar.
“Advertising, when executed thoughtfully and elegantly, is a powerful way to lower prices for everyone,” said WarnerMedia CEO Jason Kilar.AT&T
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By Kelsey Sutton

March 12, 2021

Get the scoop from strategic media pros at Disney, YouTube and more just in time for upfront season at Convergent TV, March 21–22. Learn more.

HBO Max’s ad-supported tier, which is slated to debut in June, will come with just about every piece of programming contained in HBO Max’s current ad-free offering. But it will be missing one big chunk of programming: The day-and-date film releases from Warner Bros. debuting monthly on the service throughout 2021.

And while the company has yet to detail the price point for the forthcoming ad-supported tier, that hasn’t stopped advertisers from signing up: HBO Max said it had already secured $80 million in upfront commitments from advertisers during last year’s negotiations.

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Headshot of Kelsey Sutton

Kelsey Sutton

Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.

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