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

Lack of Roku and Amazon deals cast shadow on launch

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.

“We had to figure out this weird way that HBO was now HBO Max, and then we had to download it and find our way in that,” said Clugston, executive creative director at marketing agency Superunion.

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