Max’s password breakdown is already in effect in the US, and we expect it to come to more territories this year and next. But while the crash is actually coming to several places, it doesn’t do it at high speed.
It is according to Warner Bros Discovery’s CEO for streaming, JB Perrette, which explained during a conference call that “password breakdown … will take 12 months to 18 months to get to full steam”.
It is still coming and will start to be more enforced as the prices for ‘extra members’ are advertised in more regions, but it seems that at least at least Max is more interested in growing subscribers by inserting the carrot rather than the stick.
How Max will take subscriptions at Max and bring its shows to the UK and Europe
As Perrette told investors and journalists, there are “several large handles” to improve its streaming business and revenue. The first rolls out to several places: “We still have almost half the world to go to the roll -out of new markets.” These new markets will include the United Kingdom, Germany and Italy “At the beginning of next year”.
The other large handle gets more subscribers in the places where Max is already available. PERRETE noted that Max is only 12 months in the “lower price light” service “to go for more price -sensitive consumers.”
But for PERRETE, “Content is obvious fuel to this whole thing” and the content slate of “The next 18 to 24 months is stronger than something we’ve ever had, and more consistently … We went from not good to good” and the next step is “going from good to big. It will help commitment that will help time to spend that will help monetize.”
Disney’s David Zaslav also participated in the conversation and said that the bundling that has worked well in the United States also comes to other countries. “Not just a bundle for price, but a better customer experience … what we did here in the US with Hulu, Disney+ and Max.” As Zaslav explained, the bundles “less marketing mean much lower churn”.
Zaslav predicts more consolidation in the streaming market. “In the end, there will be 5 or 6 players,” he said. Bare a few regional players that may be dependent on sports, “there will be [only] A few global players … It will be a better consumer experience and some of these 5 or 6 can meet in a bundle to make this experience even more compelling. “
