Max to Add Feature Allowing Ad-Free Subscribers to Watch HBO Live

Max is adding the feature we’ve all wanted since the debut of the platform, and it’s another full circle moment for the streaming world. The streamer, originally named HBO Max, houses a wide array of content including television shows from the cable channel, but now fans will be able to get even more out of their subscription. Starting soon, subscribers will be able to stream the HBO channel on the Max streaming platform, because why the heck not?

In a new update rolling out to select ad-free subscribers of Max, a new section has been added titled “Channels” that will allow them to watch HBO live (via The Hollywood Reporter). The latest feature further closes the gap between HBO and Max, which used to be said synchronously before the marketing change. It seems Warner Bros. Discovery is keen on using the household name HBO to maintain and grow their subscriber base for Max. The streamer now rarely produces their own original shows (except for Creature Commandos, out this week), and previously announced live-action projects for Max are now labeled HBO affairs.

It’s unclear if the feature will be available to everyone soon, or if it will be coming to non-ad-free subscribers at some point, but Max introducing the feature simply reinforces the state of the streaming industry. As streaming giants like Disney+, Max, and Hulu begin finding new ways to satiate and grow their audiences, the industry slowly morphs itself back to the basics. However, could new, more encompassing streaming options surface that are cost-effective to its customers? Ironically, including live-streaming options could be a step forward.

Streaming is the New Cable (For Better or Worse)

Of course, this is not the first time a streamer has added a live-streaming channel option or bundled content from other networks. Disney+ does so with ESPN+, as well as Hulu, including content from both for higher priced subscriptions. The one major caveat has been price hiking as a result of the added TV and movies. Max is already following the trends of its fellow streaming services by cracking down on password sharing and raising subscription prices. However, this has been a purposeful effort by Disney and others to convince subscribers to purchase the lower tier options, as well as the new Disney+, Max, and Hulu bundle.

Related Stephen King Says Today’s Streaming Shows are “Too F**king Dark” but Not in the Way You Think

This has been an ongoing thing for a while now, and it’s King’s turn to weigh in on the matter.

The full circle moment for the streaming industry as it veers into cable channel territory could already be the ultimate turning point for digital media. With the abundance of streaming service options, the variety has become a bit of a hassle and a significant financial decision. The recent emergence of cross-service bundling may curb these issues, but streaming giants like Netflix and Prime Video are likely not to go down that route anytime soon, as long as people keep subscribing at a consistent rate. If streaming truly becomes the new cable, it remains to be seen if the repercussions will truly be a net positive for folks simply looking to consume entertainment at the click of a button.

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