Max’s priorities

When HBO Max turns into Max in a number of weeks, the corporate hopes to make the transition as seamless as attainable, together with protecting pricing regular and shifting watch histories over to the brand new platform.

However in the case of measuring the success of the brand new streamer, JB Perrette, president and CEO of worldwide streaming and video games at WBD, has a number of 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 a further metric,” Perrette added.

Lowering 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 essential than driving the expansion,” stated Zaslav.

When Perrette identified HBO Max had been seeing file low churn for this yr, Zaslav twice interrupted the streaming CEO to say the churn is “nonetheless excessive” and in “an unacceptable vary.”

To cut back churn, Zaslav stated that the extra people who use a streaming service inside a household, the extra engaged persons are. (Apparently, that’s the other of Netflix’s method to cracking down on password sharing.)

Zaslav additionally stated that WBD now has a expertise benefit to achieve shoppers the corporate beforehand had not been capable of.