Client Id: 77
bundled together with a large, new offering of original content appealing to all the younger demos, plus a choice slate of acquired programming
and titles from the extensive Warner Bros. libraries. These libraries, incidentally, are the best of their kind anywhere.
But everything starts with HBO, undeniably one of the strongest, highest quality brands in the world, and it will help us go into this market with a
head start. In 2018, in the U.S. alone, 120 million people engaged with HBO content. And around the world, this content reaches over 150 countries
through our channels and distribution partners. And HBO's track record with awards is already legendary, including 108 Golden Globes, 25 Oscars
and no less than 632 Emmy Awards, and they weren't even eligible for Emmy's until 1988. For 19 straight years now, HBO has an unbroken streak
where no network or streaming platform has won more Emmy's.
Now 2 of the guiding principles for all HBO Max will come directly from HBO. First and foremost, quality. Everyone knows HBO has the highest
standards, from storytelling to production value, and this is the high bar we're setting for all of HBO Max. You'll see a lot of that in a few minutes.
Second, curation. HBO perfected this approach decades ago. For them, it's never about the number of times at bat, the bragging rights for most
SVOD players, but hitting a home run every time. In fact, my friend John Landgraf, the Head of FX, spoke about this very thing a couple of months
ago. He said, "I find the letters H-B-O more valuable than they were 10 years ago. Virtually everything they make is good. And for me personally, I
am finding that more valuable than ever to figure out how to navigate through all the choices I have at any given moment."
Nielsen tells us the average search time on an SVOD platform is 8 to 9 minutes. That can seem like a lifetime when you just want to watch something
good. We all know about the paradox of choice. If you're surrounded by too many options, you end up less satisfied with your final decision than
if you've been given fewer options in the first place. It's just the way the human brain is wired. HBO Max will begin with about 10,000 hours of
content, a lot by any measure. And while less than some of our competitors, we actually think our value proposition improves when we narrow
the options, removing much of the filler no one watches anyway. So curation will extend to our entire platform from HBO on down.
And also, a word about personalization. We're striving to make HBO Max extremely engaging and easy to navigate so we can reduce those 9 minutes
of searching. Aside from all the advancements in SVOD streaming, the user experience is still way behind the audience. As we perfect our product
over time, the long-term goal is to set the new standard for speaking personally to our subscribers. For example, we're going to get much more
creative with recommendations. HBO recently introduced the concept of Recommended by Humans, and we're going to adapt that idea for HBO
Max so we never have to rely solely on an algorithm to serve our customers the best content. There's more to come on all of this a little later, too.
Much of the next hour will be about content and programming because that's the heart of what we offer, and you will meet several leaders of our
development teams to take you through it all. To a person, I believe we have the best executives in the business, starting with Casey Bloys, who
has been at HBO for 15 years and President for the last 3.5 years. He's going to take you through the impressive programming he has on deck at
HBO for the next 12 to 18 months. And all of it -- series, documentaries, comedy specials, blockbuster movies and the library -- will be available on
HBO Max.
Kevin Reilly, head of original [and acquired] content for HBO Max, will then lay out his strategy that includes a multibillion-dollar lineup of new
content, what we also call the Max Originals. We're so lucky to have Kevin. He's run 2 broadcast networks and 4 cable channels in his career including
TNT, TBS and [truTVs], truTV for us now. Then his key executives Sarah Aubrey and Michael Quigley will give you highlights of the rich array of
acquired programming and the many new originals in production. We already announced a number of these shows, but of course, we held back
a couple of surprises for you today. And before Tony and Andy come out, Ann Sarnoff, the new Head of Warner Bros., will talk about the powerhouse
Warner Bros. Studios which are so vital to our success. And she's brought along some sneak peek footage of their incredible 2020 movie slate, all
of which will come to HBO Max over the next couple of years.
When you roll everything together, we will have one of the most robust collections of superb SVOD content that will appeal to all demographics
in the household, and I want to illustrate that point graphically before I go. Now we know HBO covers the adult demos, but you probably think it
skews older than it actually does. The median age of linear HBO is only 49, but that drops to 36 when you look at HBO Digital where the younger
audience is growing quickly. We plotted the demos of much of the HBO Max programming on a 4-quadrant basis to get an overall snapshot of the
broad appeal of our platform. We obviously couldn't plot every show, but each data point represents a specific series or movie using blended linear
and digital information from Nielsen.
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OCTOBER 29, 2019 / 10:00PM, T - AT&T Inc WarnerMedia Day 2019