What Drives Share of Streaming Video? The Launch of HBO Max

HBO Max launched its streaming service in May 2020. At the time of the launch, streaming services were already well established and dominated by a few large, well-established competitors (e.g., Netflix, Amazon Prime, Disney+, Hulu, etc.). In the face of intense competition, HBO Max’s initial launch was widely characterized as “underwhelming” despite its large content library and a rise in streaming due to the COVID-19 pandemic…