Netflix is bigger than every single cable and premium-cable network in the U.S. No matter how well programmed, powerful, or profitable HBO is today, you can t look at that scale and might and not feel the need to act soon.
— Liam Boluk, a media strategy consultant at Redef. And HBO is acting — its HBO Now streaming service rolled out on Apple devices today.
HBO Now, which was announced at last month s Apple event, costs $14.99 a month and is for now only available to Apple TV and iOS users, no cable subscription required. The content is also accessible via the HBO Now website. Those who sign up this month get a free 30-day trial.
Fast Company took a look at how HBO Now came to be, and like Boluk said, HBO had Netflix as its main target.
Two to three years ago, the average user was watching almost 60 minutes of Netflix a day, Boluk told Fast Company. Today, it s nearly two hours.
So HBO started off with HBO Go, an add-on service to a traditional HBO subscription. It had its issues, including an embarrassing technological fail during the season 4 premiere of the popular Game of Thrones last year.
With the HBO Now standalone service, HBO is taking direct aim at the streaming competition — aided by partnerships with Apple and Major League Baseball, which is providing the technology. HBO Now, by the way, is available just in time for the season 5 premiere of Game of Thrones this Sunday.
