AT&T said Tuesday that its HBO Max streaming service will launch in May for $15 a month, joining a crowded field.
The company has said HBO Max will become the "workhorse" for its video business as cord-cutting of traditional TV expands. It hopes to migrate people who pay for HBO in different ways today to the new platform. The service grew out of AT&T's $81 billion purchase of Time Warner, which AT&T overhauled and rechristened WarnerMedia.
HBO Max will challenge Netflix alongsideDisney , Comcast and Apple . It will be the most expensive of the new services that have announced prices, which could make it challenging to expand its customer base.
It is also the same price as HBO Now, the current HBO streaming service for people who don't get the cable channel. Company officials expect existing HBO customers — those subscribing either via cable or HBO Now — to switch to HBO Max, which will offer far more to watch.