Sensor Tower’s “Q1 2022: Retailer Intelligence Information Digest” report noticed HBO Max as a prime contender for probably the most downloaded apps within the US, not solely did the app make it to the highest 5 record, nevertheless it additionally made the a lot of the record. It was additionally the second finest month general. Month of January.
As well as, HBO Max had the most effective 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.
In recent times, there was a gentle enhance in video streaming downloads as extra customers desire 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 a minimum of 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 under 37% of downloads.
Total, 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 providers. has contributed. aggressive edge.
HBO Max’s app platform flaws and enchancment plans
An increasing number of customers are turning to their cell units to stream their content material, so it is no shock that HBO Max’s app caught the eye of consumers. Nevertheless, customers are disenchanted with the platform and have been complaining about its efficiency for years. If the consumer interface is flawed, no precious content material is value coping with outages and errors.
On the App Retailer, the app has a 2.8 ranking, with many reviewers complaining that the app is “tremendous buggy”, sluggish 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 quite a lot of points general, and never solely have been there outages within the final 12 months june And decemberHowever there have additionally been crashes just like the “Mare of Easttown” finale and, most not too long ago, “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 would get a facelift as soon as the app had extra success. “After we’re flying the airplane we’re altering the engine of the airplane,” she mentioned.
The unique app was based mostly on the older HBO Go and HBO Now cell and TV apps. HBO Go was just for cable subscribers, so it lacked a powerful search operate like its rivals, Netflix and Disney+.
Earlier this month, WarnerMedia lastly agreed to repair its Apple TV app and promised it might 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 acquired a brand new shuffle button in March.
In keeping 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 cell and net 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 providers, 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 increased at 4.9 and 4.7, respectively. Whereas that is clearly not an general comparability, as critiques and rankings are solely from a small variety of customers (lower than 1,000,000), it’s value noting.