One Week In, HBO Max’s Rollout Hampered by Brand Confusion, Carriage Disputes

Lack of Roku and Amazon deals cast shadow on launch

hbo max logo
HBO's different brand names, including HBO Now, HBO Go and HBO Max, have fueled some consumer confusion around HBO Max's rollout. Photo Illustration: Trent Joaquin; Source: HBO

Key insights:

When Ross Clugston went to watch the HBO dark comedy series Run a week ago, he ran into a problem: He couldn’t find his HBO Now app on his Apple TV device. He eventually discovered that his usual method of accessing HBO had gotten a major facelift, courtesy of WarnerMedia’s new streaming service, HBO Max.

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