What Drives Share of Streaming Video? The Launch of HBO Max

Alexander Buoye, Luke Williams, Timothy Keiningham and Lerzan Aksoy

Chapter 33 in Services Marketing:People, Technology, Strategy, 2021, pp 611-623 from World Scientific Publishing Co. Pte. Ltd.

Abstract: HBO Max launched its streaming service in May 2020. At the time of the launch, streaming services were already well established and dominated by a few large, well-established competitors (e.g., Netflix, Amazon Prime, Disney+, Hulu, etc.). In the face of intense competition, HBO Max’s initial launch was widely characterized as “underwhelming” despite its large content library and a rise in streaming due to the COVID-19 pandemic…

Keywords: Services Marketing; Service Operations; Marketing; Consumer Behavior; Positioning Services; Service Process; Pricing; Revenue Management; Service Environment; Service Advantage; Customer Relationships; Customer Loyalty; Complaint Handling; Service Recovery; Service Excellence; Service Quality; Service Productivity; Service Leadership (search for similar items in EconPapers)
JEL-codes: L8 M3 M31 O14 (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9781944659806_0033 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9781944659806_0033 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9781944659806_0033

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().