Warner Bros. Discovery Shuttering Boomerang, Moving Cartoon Network Content to Max
Unlike a real boomerang, the cartoon-based streaming service is highly unlikely to return.
The end of the line has come for another kid’s streaming service. Boomerang, which specializes in classic cartoons from the libraries of Warner Bros. and Hanna-Barbera such as “Looney Tunes,” “Tom & Jerry,” “Scooby-Doo,” and many others has announced that it will shut down later this year. It’s another move toward streaming consolidation, as its parent company Warner Bros. Discovery is shifting all of its content to its flagship streamer Max.
Key Details:
- Boomerang will shut down as of Sept. 30.
- Remaining subscribers will get a partial refund for any service they’ve paid for after that date.
- Max has a wide lineup of other kids’ content, including reality shows, movies, and more.
In an email sent to Boomerang subscribers on Thursday, WBD said it would be closing down the streamer on Sept. 30. Boomerang has provided viewers with a repository for classic animated TV since 2017, and costs $5.99 per month or $39.99 per year.
Viewers who remain subscribed to Boomerang until it shuts down will receive a partial refund for the service, based on how much time is left on their subscription after Sept. 30. There will be no effect on the Boomerang linear channel, which will continue to be available through cable plans and live TV streaming services.
Once Boomerang shuts down, customers will find the content formerly on Boomerang on Max, WBD’s main streaming service; in fact, many Boomerang titles are already available there. Max plans start at $9.99 per month for ad-supported streaming, and offer a wide range of kids’ content, from reality shows like “Kids Baking Championship” to new movies like “Wonka,” and plenty of animated content as well.
The move to sunset Boomerang is almost certainly cost-related. There’s not much reason to operate a separate streaming service for Boomerang’s content unless it has a meaningfully large number of customers who don’t want to subscribe to Max to watch the same content — and everything else Max offers — at a higher price. That seems unlikely, and now WBD can save on back-end costs and other operating expenses that Boomerang incurs.
Shutting down Boomerang is highly similar to Paramount’s strategy for its former kid-focused streamer Noggin. Word first leaked that Paramount planned to shut down Noggin in February and intended to move all of the content on the streamer to Paramount+. The company executed that maneuver in early July, and now Noggin is simply a memory.
Fans have just a few more weeks to enjoy all of the shows and movies available on Boomerang. After Sept. 30, that content will be found on Max.
Max
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