😍 2022-05-09 12:01:05 – Paris/France.
For Durán, the main objective of HBO Max is to consolidate itself as one of the great platforms of Streaming in Mexico, whose market is the second most relevant in Latin America and the third in the world. The strategy that will lead the video-on-demand platform to consolidate on the market and retain users is made up of three axes: content, price and alliances with cable companies.
Film premieres and sports, the gems of HBO Max
Video on demand companies are increasingly looking for something extra that allows them to differentiate themselves from others and HBO Max has found it in movie and sports releases. The platform allows its subscribers to enjoy movie releases on its platform just 45 days after hitting theaters. Productions like King Kong versus Godzilla; the Conjuring 3: The Devil Made Me Do It, and Batman, helped the platform break a viewership record on the day of its premiere.
“We have an agreement with Warner Brothers for previews. We come from a world where its arrival on television took nine or twelve months and I find that talking about 45 days now is outrageous. I would also highlight our partnership with Sony, which strengthens us with films like Venom, Morbius and Spiderman arriving this summer,” Durán detailed.
Sport is another pillar of the platform, which offers its subscribers the Champions League. According to Durán, the Real Madrid vs Manchester City game gave them a million active viewers just to watch that game.
For the manager, although the content is attractive, its strategy for attracting and retaining users involves packages and affordable prices for users, all the more so in an inflationary context that is not slackening. Therefore, the platform will not increase its rates throughout the year. Currently, the HBO Max subscription in Mexico has a monthly price of 99 pesos for one mobile device and 149 pesos for three devices.
“In the short term, we're not going to touch (the price) and that's our contribution to the consumer's pocket: giving them the best content at a lower price,” Durán said.
In addition, the platform will rely on its cable allies, such as Telmex, Megacable and Totalplay, to reach more users through its packaging services, since for the manager direct distribution "has certain limits and alliances help us to complete our commercial distribution and it is an important value for our service”.
Earn shares of Netflix
The manager ensures that the arrival of HBO Max on the market of Streaming has caused greater pressure on other players in this industry such as Netflix, Disney +, Amazon Prime, among others. According to consultancy The Ciu, the entry of HBO Max and Disney+ has reconfigured the video-on-demand market by stealing Netflix's share. At the end of 2021, in Mexico, Netflix held a 63,5% share, while Disney+ already held 12,6% of the market and HBO Max with 9,3%.
At the end of 2021, a total of 12 million subscriptions to a platform of Streaming were registered in Mexico.
The manager recalled that the new HBO Max platform has enabled him to improve consumption times. “If you compare the traffic we have on HBO Max in Mexico with what we had with HBO Go nine months ago, we are talking about a multiplier of 40. This reflects more subscribers but at the same time subscribers who use the service. »
SOURCE: Reviews News
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