HBO to move out of Amazon Channels to gain a direct relationship with users

HBO and HBO Max to move out of Amazon Channels, beginning next year, CNBC reported this week.

WarnerMedia has pushed for this move as it wants a direct relationship with users through the HBO Max app.

In May this year, AT&T unified WarnerMedia and Xandr under the Chief Revenue Officer Gerhard Zeiler. Gerhard Zeiler has mainly a career on TV.

CNBC reports that keeping the direct relationship with users will enable the company to use this information for targeted advertising or to create an advertising-supported version of HBO Max.

According to AT&T, HBO and HBO Max subscribers top 38 million in the US and 57 million worldwide.