The death of cable TV bundling is nearly upon us, as signaled by HBO’s announcement today that it will offer an internet-based streaming subscription in 2015.
“That is a large and growing opportunity that should no longer be left untapped,” said HBO CEO and chairman Richard Plepler. “It is time to remove all barriers to those who want HBO.”
That’s big news in an industry that has been incredibly resistant to disruptors like Apple. And the Apple TV specifically stands to gain immensely from this shift towards Hollywood finally selling premium content unbundled.
HBO Go has been available on devices like the Apple TV for some time, but it currently requires an associated cable subscription to work. That will no longer be the case after HBO’s new plan comes out. Instead, users will pay a monthly fee for full access to HBO’s catalog of movies, TV shows, and event coverage.
The internet-only subscription will initially only be available in the United States. HBO says that it will continue to “work with our current partners” and “explore models with new partners” to widen availability.
The Apple TV is also something Apple has been exploring, even though it doesn’t look like it from the outside. The company’s grand vision for turning the TV industry on its head and offering content a la carte has reportedly been met with continued opposition from cable companies, which already pay HBO handsomely to bundle its content with your monthly TV bill.
The last real reason to own a cable subscription is sports coverage
Soon you’ll be able to watch HBO legally with just an internet connection and smartphone, tablet, or Apple TV. The last real reason to own a cable subscription is sports coverage, but if HBO can crumble and embrace the internet, expect ESPN to follow.
Does Apple still want to make the TV industry better for consumers, just like it did for personal computers, phones, and tablets? Absolutely. And it will need key players like HBO on its side when it’s time for consumers to make a choice: renew the cable, or buy Apple’s latest gizmo.
It will take some more time before the majority doesn’t need to pay for TV in the traditional sense, but Apple has proven time and time again that it’s willing to wait for the right pieces to fall into place. Cable companies should be sweating bullets over HBO’s new plan. Apple, on the other hand, only stands to benefit.
Alex Heath is a journalist who works for Tech Insider. He’s the former co-host of The CultCast. He has been quoted by the likes of the BBC, KRON 4 News, and books like “ICONIC: A Photographic Tribute to Apple Innovation.” He lives in Lexington, Kentucky. If you want to pitch a story, share a tip, or just get in touch, additional contact information is available on his personal site. Follow him on Twitter.
7 responses to “Why HBO’s web-only subscription is great news for Apple TV”
Hooray for HBO, at last premium channels without having to be raped by the likes of COMCAST, for content that I don’t ever watch…. just to be able to view the few channels I do want to watch. I hope the alacarte model survives and thrives, and I hope it forces Comcast to change their way of pricing in ways that will actually benefit the consumers instead of the conglomerates for once.
this is just a baby step, but at least its a step in the right direction!!!!
I’m all for it but I hope they start offering newer release movies. I’m sick of seeing “Roadhouse” and “Ghost” on the 7 HBO channels I already get (and cancelled). If they offer ala carte options like JUST “Boardwalk Empire” or just “Insert your favorite original here” I’m in.
Great now if other channels will do the same… History, Discovery, etc. I canceled my satellite subscription because nothing interesting is ever on and I only ever watched a couple of channels anyway. Between Netflix, HULU and this, it won’t be long before I won’t miss “real” TV at all.
There probably won’t be any real TV anymore soon after that. After this all other will probably follow… “and thats a good thing.”
Say it with me…… ABOUT FRIGGIN TIME.
FINALLY
We had it in Northern Europe the past year or so. However, I haven’t found a player like the AppleTV that it will work with. I guess they tested in a smaller market before releasing it to the masses.
http://hbonordic.com/home