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May 26, 2021
In its first year live, the HBO Max mobile app has been installed 43M times, which is 664% more than it had been installed (5.5M) the year before when it was the HBO NOW app. The 43 million installs is more than any other major streaming subscription video app had in the US during this same time period. Disney+ and Netflix both came in at 40M installs. Hulu registered 30M and Amazon Prime Video acquired 28M.
Also in its first year, it generated $130M via in-app purchase (IAP) revenue compared to $98M the year before as HBO NOW.
For comparison, Disney+ was installed 63M times in the US in its first year and generated $200M in IAP revenue.
Keep in mind the HBO Max mobile app is only available in the United States right now but it will be launching in Latin America in June 2021.
The biggest appeal for users to subscribe to HBO Max right now is that its content is coming to the platform the same day that it's released in theaters. Above are some of the movies that had the biggest impact on the app's performance.
Looking for more? Late last year we reported HBO Max was the fastest growing SVOD service in the US. We've also reported on Disney+'s first year. But we know some people like doing their own research. Just click the button below to get started.