Max price hike
WBD increased the cost of its ad-free Max tier by $1 to $16.99/month. The Ultimate ad-free tier also went up by $1 to $20.99/month. Max With Ads stays at $9.99 a month. The increase for the ad-free tiers come with some extra benefits including getting 30 downloads for mobile viewing and access to the Bleacher Report add-on at no extra cost. A bundled offer of Max, Hulu, and Disney+ for both ad-free and ad-supported plans is expected this summer at a discounted price.
The Circana Take:
- Price hikes continue across streaming which is likely to drive more consumers to trade-down to ad-supported plans.
- Concurrently the industry is re-embracing the bundle to provide consumer’s value and lock in subscribers.
Amazon enhanced Fire TV
Amazon enhanced search capabilities and personalized content recommendations for Fire TV users where viewers can use nuanced phrases to find content options. It is available now on select Fire TV devices and on all eligible Fire TV devices in the weeks ahead. Users can use natural language and phrases to ask for suggestions based on topic, genre, plot, character, actor, and quotes. Examples include “Show me movies about animal and human friendships,” “Show me horror movies with surprise endings,” or “What movie has the line, ‘You talking to me’?”
The resulting list pulls from libraries across various streaming apps on the Fire TV platform, including Prime Video, Hulu, Netflix, Freevee, Pluto TV and The Roku Channel. The list also displays the app or service the recommended titles are available on, which is a frustration point for many who cannot keep track of where to find content.
The Circana Take:
- Improving content search and personalized recommendations should enhance the user experience and keep viewers on their UI, monetizing their ad inventory.
- Look for broader use of AI across the media landscape in the near term to differentiate and remain competitive in an oversaturated market.
Philo adds AMC+ and increases cost
Philo expanded its streaming package by adding AMC+ and is increasing prices for new subscribers. The cost will increase $3 to $28/month starting June 12 for new and returning subscribers, while existing customers will keep the same rate. The ad-supported version of AMC+ bundled with Philo's live TV package is also available, while customers will need to pay an additional $4/month for the ad-free version. Subscribers will also get “The Walking Dead Universe Channel” featuring 24/7 programming, and access to Shudder, Sundance Now and IFC.
The Circana Take:
- Philo is one of many streamers raising prices, but the addition of AMC+ should make it an attractive offer for value-conscious consumers and fans of The Walking Dead.
- With no end in sight for rising prices, value for the money becomes increasingly more important to avoid churn.