AT&T's HBO Max Just Isn't Sticky Enough

Giving credit where it's due, AT&T (NYSE: T) is producing solid consumer awareness of its nascent streaming service HBO Max. While it got off to a relatively slow start immediately following last May's launch, the company reports 17.1 million people had activated HBO Max by the end of last year.

And more have surely signed up in the meantime. Hub Research says that of the 3,000 U.S. consumers it polled in February and March, 31% were HBO Max viewers. That's still the lowest proportion of the nation's population among the major streaming names -- Walt Disney's (NYSE: DIS) Hulu and Disney+ were being enjoyed by 41% and 42% (respectively) of respondents, while 71% of respondents were Netflix (NASDAQ: NFLX) subscribers. But HBO Max saw the biggest percentage gains in viewership growth through February.

The problem is that of all the on-demand video services in question -- including Amazon (NASDAQ: AMZN) Prime -- HBO Max is the one U.S. consumers like the least.

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Source Fool.com