Putting HBO Shows on Netflix Leads to Better Max Engagement
Titles like ‘Insecure’ and ‘Ballers’ have done big numbers for both Netflix and Max, but HBO chief says some shows will still be Max exclusives.
A rising tide lifts all boats, or so the axiom goes. Warner Bros. Discovery executives are learning the truth of that old saying this fall, after the company pulled the trigger on a decision to license former HBO exclusive titles like “Insecure” and “Ballers” to Netflix, the world’s largest streaming platform, while simultaneously keeping them available on Max.
Data released by ReelGood shortly after the deal became official revealed that “Insecure” saw a 370% jump in engagements after making its Netflix debut, so it’s likely both sides have been happy with the partnership. HBO CEO Casey Bloys talked about the agreement between the two companies at the 2023 Code Conference this week and said that users were watching the licensed titles more frequently on Max in addition to the new Netflix views.
“What’s been nice about it is, without doing a thing on Max, the viewership of or engagement of ‘Ballers’ and ‘Insecure’ really saw a spike when it was on Netflix,” Bloys said. “You’re introducing it to more people, it’s marketing.”
“Ballers” was the second HBO original title to be sent to Netflix after the success of “Insecure.” Reports indicate the licensing agreement could include other popular shows, such as “Six Feet Under,” and more titles such as Band of Brothers” and “The Pacific” have recently made their way to Netflix. But according to Bloys, users shouldn’t expect series like “House of the Dragon” or “The White Lotus” to show up on Netflix as a result of the deal.
“I think what you have to balance is not putting too much out there so people think, ‘Oh, I’ll just wait until it comes here or here.’ So I don’t really know the right answer. I don’t think anybody does,” he said.
Bloys did hint that past seasons of “True Detective” might appear on another streaming platform sometime soon, which would make sense considering a new season of that show starring Jodi Foster is scheduled to make its debut on Max on Jan. 14. It also makes sense that a platform like Max, which is reliant on prestige programming would hold back some of its most desirable titles as exclusives.
Streaming customers can watch “Ballers,” “Insecure,” “Band of Brothers” and “The Pacific” on both Netflix and Max, currently. There may be more HBO titles headed to the service in the future, as the licensing deal has proven to be beneficial for both Netflix and Max.
Max
Max is a subscription video streaming service that gives access to the full HBO library, along with exclusive Max Originals. There are hubs for content from TLC, HGTV, Food Network, Discovery, TCM, Cartoon Network, Travel Channel, ID, and more. Watch hit series like “The Last of Us,” “House of the Dragon,” “Succession,” “Curb Your Enthusiasm,” and more. Thanks to the B/R Sports add-on, users can watch NBA, MLB, NHL, March Madness, and NASCAR events.