Sensor Tower’s “Q1 2022: Retailer Intelligence Information Digest” report noticed HBO Max as a high contender for essentially the most downloaded apps within the US, not solely did the app make it to the highest 5 listing, but it surely additionally made the a lot of the listing. It was additionally the second finest month general. Month of January.
As well as, HBO Max had one of the best quarter on the US App Retailer for any SVOD (subscription video on demand) app since Disney+ launched in late 2019, solely passing Netflix for the second time.
Lately, there was a gradual improve in video streaming downloads as extra customers favor to look at content material on the go. The highest six apps had greater than 10% US obtain market share in Q1 2022, with HBO Max main (21%), Disney+ (17%) and Netflix (15%). In the meantime, Peacock, Hulu and Amazon Prime Video had at the very least 10%.
Moreover, HBO has managed so as to add new customers since its launch in 2020. Its US MAU (month-to-month energetic customers) market share elevated from 4.5% in Q2 2020 to 10% in Q1 2022.
Whereas Netflix, Hulu and Amazon Prime Video have been the highest three video streaming apps within the US from Q1 2018 to Q3 2019, with 80% of downloads mixed, as of Q1 2022, the three streaming apps mixed accounted for less than 37% of downloads.
General, providing higher content material has resulted in a sustained upward pattern in month-to-month customers. Within the first quarter of 2022, season two of HBO Max’s “Euphoria”, in addition to main US sporting occasions such because the Tremendous Bowl (Peacock TV) and March Insanity (Paramount+), helped increase adoption whereas offering these streaming companies. has contributed. aggressive edge.
HBO Max’s app platform flaws and enchancment plans
Increasingly more customers are turning to their cellular units to stream their content material, so it is no shock that HBO Max’s app caught the eye of shoppers. Nevertheless, customers are disillusioned with the platform and have been complaining about its efficiency for years. If the person interface is flawed, no priceless content material is price coping with outages and errors.
On the App Retailer, the app has a 2.8 score, with many reviewers complaining that the app is “tremendous buggy”, gradual and poorly designed. Google Play customers have been kinda good, giving the app a 3.7. Nevertheless, most nonetheless complained a couple of “impolite” interface and fixed buffering.
HBO Max is infamous for unstable app efficiency. Its platform has a whole lot of points general, and never solely have been there outages within the final yr june And decemberHowever there have additionally been crashes just like the “Mare of Easttown” finale and, most lately, “Euphoria” season two and “The Batman” have been each down.
Sarah Leone, Head of Product Expertise at HBO Max, advised Protocol that at launch, the corporate voluntarily launched an incomplete app as a result of the group felt it’d get a facelift as soon as the app had extra success. “Once we’re flying the airplane we’re altering the engine of the airplane,” she stated.
The unique app was primarily based on the older HBO Go and HBO Now cellular and TV apps. HBO Go was just for cable subscribers, so it lacked a robust search operate like its rivals, Netflix and Disney+.
Earlier this month, WarnerMedia lastly agreed to repair its Apple TV app and promised it will roll out upgrades like improved stability, a extra simplified sign-in course of, and different new options. It beforehand improved the app expertise for Roku, PlayStation, Android TV, LG and Vizio. The desktop model additionally received a brand new shuffle button in March.
In line with Lyons, there’s a 90% discount in HBO Max Roku app crashes, and a 50% discount in load occasions on Android TV. It additionally advised Protocol that the Hearth TV and Xbox apps would even be improved after the relaunch of the cellular and internet expertise. The platform will get a pleasant overhaul because the group plans to enhance in-app search amongst different adjustments.
Warner Bros. Discovery now plans to merge the 2 streaming companies, HBO Max and Discovery+, into one app. Whereas Discovery+ has a decrease US obtain market share than HBO Max within the first quarter of 2022, its app rankings on the App Retailer and Google Play are considerably greater at 4.9 and 4.7, respectively. Whereas that is clearly not an general comparability, as opinions and rankings are solely from a small variety of customers (lower than 1,000,000), it’s price noting.