HBO Max-imizes Audience In Summer

HBO Max’s YouTube audience saw significant growth in July as the streaming service leaned into promos for Peacemaker season two and IT: Welcome To Derry. Data from Tubular Labs reveals that HBO Max’s unique U.S. YouTube viewers grew by 193% month-over-month in July, nearing 13-month highs.

• The service’s U.S. minutes watched on YouTube climbed by 140% in July as well.
• After the successful theatrical release of Superman – which included a cameo from John Cena’s Peacemaker character – the season two trailer launched in late July, earning 15.1 million views on YouTube alone.
• In a similar vein, Welcome to Derry also expands upon WBD’s large collection of IP, giving more background to the IT movie universe. That trailer received 2.4 million views after launching in late July as well.

HBO Max also put significant energies into ads on the month, further growing its audience reach via YouTube. Those spots were focused on a mix of Max-specific ads (showcasing the full range of shows on the service), or the Disney+ bundle (23.0 million views). The latter video, in particular, highlights just how much rebundling is becoming a focus across the streaming landscape.