HBO's subscriber numbers will take a hit after it disappears from today. Earlier this month, Amazon told users who signed up for through Channels their $15/month plans would be canceled on September 15th with pro-rated refunds being issued.
In all, HBO is expected to lose around 5 million subscribers as part of this move, which WarnerMedia agreed with Amazon last year. Amazon if it wasn't available through Channels. According to HBO may offer its former Amazon subscribers a discount to persuade them to sign up to HBO Max.
That's what this shift is all about for WarnerMedia: cutting out the middleman and having a direct connection to viewers through . It's willing to lose some subscribers in the short-term to make that happen, so it can, for instance, personalize the HBO Max home page. WarnerMedia removed HBO as premium add-ons on Apple TV and Roku for similar reasons.
Meanwhile, Amazon is hoping people will subscribe to other premium channels. It's offering discounts on Paramount+, Starz and Showtime plans. You can pay 99 cents per month for two months if you sign up by Friday.