Warner Bros. Discovery and Amazon announced that HBO Max has returned to Prime Video Channels in the United States.

The move reverses a decision made when WarnerMedia was owned by AT&T to primarily offer HBO Max directly to consumers rather than through resellers like Amazon Prime Video.

The decision was one of several strategic decisions criticized by Warner Bros. Discovery CEO David Zaslav after HBO Max and WarnerMedia were acquired by Discovery under Zaslav.

Removing HBO Max from Prime Video cost HBO Max about 5 millions subscribers. Warner Bros. Discovery’s new strategy is to make HBO Max as widely available as possible.

"Warner Bros. Discovery is committed to making HBO Max available to as broad an audience as possible while also advancing our data-driven approach to understanding our customers and best serving their viewing interests," Warner Bros. Discovery chief revenue and strategy officer Bruce Campbell said. "Today, we are thrilled to take an important step forward by announcing that HBO Max is returning to Prime Video Channels."

"Our common goal is to delight customers with great content and continue to collaborate and innovate so we can best serve our subscribers," added JB Perrette, president and CEO, global streaming and games, Warner Bros. Discovery. 

Warner Bros. Discovery is working to combine HBO Max and Discovery Plus into a single streaming service. The new service might be called Max, according to published reports.

"We strive to offer customers the best and widest selection of premium content available for their everyday viewing experience," Prime Video VP Cem Sibay said. "It’s truly been a milestone year for Prime Video, and we are humbled by the viewer engagement and critics’ response to our marquee releases. Now with the addition of HBO Max again, customers can easily add this subscription and enjoy even more award-winning and fan-favorite entertainment on Prime Video." ■

Amazon's Prime Video Channels service has launched Outdoor Sportsman Group's MyOutdoorTV subscription video-on-demand offering as part of an agreement between the two companies.

Prime Video members will now have access to the $9.99 per month MOTV service, which features more than 10,000 episodes of exclusive outdoor lifestyle programming, according to Outdoor Sportsman Group and MOTV senior vice president and general manager Sean Luxton.

MyOutdoorTV bundles original content from the Kroenke Sports & Entertainment-owned Outdoor Sportsman Group’s suite of networks, including Outdoor Channel, Sportsman Channel and World Fishing Network

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“We continue to strive to make MOTV easily available to as many outdoor enthusiasts as possible,” Luxton said in a statement. “Launching on Prime Video Channels is huge for MOTV and for those who love MOTV’s top-tier outdoor lifestyle content.”

Amazon’s Prime Video Channels service will generate an estimated $1.7 billion in revenue in 2018, BMO Capital Markets predicts.

The tally represents more than a doubling of the $700 million BMO said that Channels wrought in 2017.

Factoring in a speculative 70% average cut Channels doles out to content partners including HBO, Showtime and CBS, just to name a few, total revenue of $1.7 billion translates to revenue of $500 million for Amazon … without producing a single show for the platform, or really doing much of anything in the way of marketing.

Related: Ad-Free CBS All Access Available Via Amazon Channels

By 2020, BMO predicts that Prime Video Channels will generate total revenue of $3.6 billion, keeping as much as $2.5 billion for itself.

"We believe [Channels] is a material driver of standalone OTT subscribers for many entertainment companies,” representing anywhere from 25%-45% of total OTT users depending on the channel,” BMO analysts Daniel Salmon and William Lowden wrote in the report." analysts Daniel Salmon and William Lowden wrote.

Amazon Prime Video Channels delivers 156 streaming video services in the U.S., handling billing and signup for its partners. The service is also available in the UK, German and Japan.

Channels is one component in a broad Amazon Prime Video offering, which also includes movie and TV show rentals and sales, as well as an SVOD services that offers popular original series including The Marvelous Mrs. Maisel.

Amazon doesn't break out the performance of its various video businesses in its earnings report, leaving analysts and press to come up with exercises in guess-timation.