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HBO Now is an over-the-top (OTT) subscription streaming service that provides on-demand access to HBO's library of original programming and theatrical films, and is marketed independent of a pay television subscription to the linear HBO service as a standalone platform targeting cord cutters.[152] HBO Now is available online and through apps for Apple iOS and Apple TV devices;[11] Android tablets, phones and Android TV devices; Amazon Fire TV;[153] Xbox consoles (Xbox 360 and Xbox One);[154] and PlayStation consoles (PlayStation 3 and later);[155] and as a premium add-on through Sling TV,[156] Amazon Prime Video, AT&T TV and Hulu.[157] On October 15, 2014, HBO announced plans to launch an OTT subscription streaming service in 2015, which would be distributed as a standalone offering that does not require an existing television subscription in order to access content.[158][159][160] The service, HBO Now, was unveiled on March 9, 2015, and officially launched one month later on April 7.[11][152][161][162] The service was initially available via Apple Inc. to Apple TV and iOS devices for a three-month exclusivity period following its formal launch, before becoming available for subscription through other participating Internet service providers.[11][152] Available for $15 per month, HBO Now is identical to HBO Go in terms of content and features. New episodes of HBO series are made available for streaming on the initial airdate, and usually uploaded at their normal airtime, of their original broadcast on the main linear HBO channel. Apple's App Store features promotions offering free one-month trials or other incentives to subscribe to HBO Now, as the program is in partnership with Apple Inc. and Apple TV.[163] By February 2019, subscribership of HBO Now subscribers had reached over 8 million customers.[164] HBO Max Main article: HBO Max HBO Max logo HBO Max is an over-the-top subscription streaming service operated by the WarnerMedia Direct, LLC subsidiary of WarnerMedia Entertainment. Built around HBO's programming, the service also offers supplementary original programming and library content from Warner Bros. Studios, WarnerMedia Entertainment television properties and third-party content providers. The service is available online, through participating broadband providers (including existing HBO subscribers of AT&T-owned platforms AT&T TV, DirecTV, AT&T U-verse and AT&T Mobility and subscribers of HBO Go and HBO Now, who, by way of their shared AT&T ownership, were allowed access to HBO Max at launch for no additional charge), and through apps for Android tablets, phones and Android TV devices, Apple iOS and Apple TV devices,[165] Roku devices and Hulu.[166] On October 10, 2018, WarnerMedia announced that it would launch an over-the-top streaming service in late 2019, featuring content from the company's various entertainment brands.[167] In mid-May 2019, AT&T CEO Randall Stephenson indicated that the planned service would utilize the HBO brand, and would also tie into HBO's existing relationships with cable operators as subscribers of the linear HBO television service would have access to the then-unnamed platform as would
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