Max’s priorities
When HBO Max turns into Max in just a few weeks, the corporate hopes to make the transition as seamless as attainable, together with maintaining pricing regular and transferring watch histories over to the brand new platform.
However with regards to measuring the success of the brand new streamer, JB Perrette, president and CEO of world streaming and video games at WBD, has just a few priorities.
“Within the very close to time period, migration success is one key metric,” stated Perrette.
Over time, three additional metrics embody model consciousness, buyer satisfaction and engagement.
“As that flywheel continues, we clearly wish to see subscriber development and scale as an extra metric,” Perrette added.
Decreasing churn is one other main hope for Max, with Zaslav noting that churn on Discovery+ is sort of low, whereas it’s the other for HBO Max.
“Driving that churn is as or possibly extra vital than driving the expansion,” stated Zaslav.
When Perrette identified HBO Max had been seeing document low churn for this 12 months, Zaslav twice interrupted the streaming CEO to say the churn is “nonetheless excessive” and in “an unacceptable vary.”
To scale back churn, Zaslav stated that the extra folks that use a streaming service inside a household, the extra engaged individuals are. (Curiously, that’s the other of Netflix’s strategy to cracking down on password sharing.)
Zaslav additionally stated that WBD now has a expertise benefit to succeed in shoppers the corporate beforehand had not been capable of.
