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AT&T Aims to Simplify Lineup of HBO Apps

(Image credit: HBO)

AT&T is looking to reduce some of the confusion over its HBO streaming products as it tries to get consumers to adopt HBO Max.

The company said that it is going to be sunsetting HBO Go, the app HBO subscribers have been using to stream HBO on connected devices. And it will rebrand HBO Now, the app non-cable customers can use to subscribe to the service, as HBO.

HBO Max launched last month without agreements with Amazon or Roku, two of the largest platforms, which hampered plans to simply turn all HBO subscribers into HBO Max subscribers.

“Now that HBO Max has launched and is widely distributed, we can implement some significant changes to our app offering in the U.S.,” AT&T’s WarnerMedia unit said in a statement Friday.

“Most customers who have traditionally used HBO Go to stream HBO programming are now able to do so via HBO Max, which offers access to all of HBO together with so much more,” Warners media said.  “Existing HBO Now subscribers will have access to HBO through the rebranded HBO app on platforms where it remains available and through”

The HBO Go app will be removed from platforms as of July 31. Some customers of MVPDs--including those distributors who haven’t made deals to carry HBO Max--will be able to continue to authenticate into

Rebranding HBO Now to HBO will happen over the coming months, the company said.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.