Building around HBO & offering it at a very marginal upcharge is absolutely the right strategy (if you want scale in engagement, data + subs)
Challenge is if that's enough ARPU to offset licensing rev + originals investment
Success prob needs subs to add many other ATT services
FWIW - I think best strategy was to still give HBO most of this content (eg FilmStruck library), far more money for originals, and select non-HBO library (eg Friends)
Have HBO smaller tonnage than Netflix, but still with many more subs than HBO today, and hyper profitable
I wrote about this all here (including why HBO needed to change regardless of AT&T, was already in the process of doing so, and why it could do this while remaining HBO) https://redef.com/set/media-set-1534189999945 …
Relatedly, I think most are unfairly critical of whether a "telephone company" can make good content.
No one thought a digital logistics company or DVD shipper could, and they didn't start with hundreds of content specialists already at work, nor a content pipeline
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