| Category | |
|---|---|
| Awareness | 88.0% |
| Popularity | 33.0% |
| Usage | 30.0% |
| Loyalty | 25.0% |
| Buzz | 27.0% |
Video-on-Demand brands
Max (HBO Max) brand profile in the U.S.
Max' brand awareness differs slightly between generations, from 86 percent among Gen Z Video-on-Demand (VoD) users to an impressive 93 percent among Baby Boomers. For our brand usage KPI it’s the other way round. 33 percent of Gen Z VoD users use Max, while the share among Baby Boomer VoD users is a bit lower, with 29 percent.
When HBO (Max) was founded in 1972 as a subscription-based TV Network, it was one of the first ones in the business in the United States. Today, the number of HBO and Max subscribers in the U.S. comes close to 50 million combined.
For information on the parent company of the Max brand, visit the Home Box Office Inc company profile over at ÌÇÐÄÆƽâ°æ Company ÌÇÐÄÆƽâ°æ.
Brand KPI profile
A gap between fame and popularity
Despite a relatively high brand awareness of 88 percent among VoD users, Max still has growth potential in terms of popularity and usage in the United States. Which is particularly striking considering that Max has some of the most popular shows in the U.S. and worldwide.
Generations
Max manages to retain viewers of all ages, with high brand awareness
While having the highest brand awareness (93 %), Baby Boomers fall short when it comes to usage. With the youngest, the situation is quite the opposite. Although 'only' 86 percent of Gen Z VoD users recognize Max as a brand, they have a higher usage share as well as a higher brand loyalty towards Max than older customers.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 88.0% | 86.0% | 87.0% | 91.0% | 93.0% |
| Popularity | 33.0% | 31.0% | 32.0% | 34.0% | 33.0% |
| Usage | 30.0% | 33.0% | 31.0% | 26.0% | 29.0% |
| Loyalty | 25.0% | 28.0% | 25.0% | 23.0% | 26.0% |
| Buzz | 27.0% | 28.0% | 31.0% | 22.0% | 30.0% |
Life values
Max users value a happy relationship
A happy relationship is among the most important things in life for 51 percent of Max customers, followed by an honest and respectable life, and being successful. Compared to Max non-users, the differences aren’t too big.
Published July 11, 2023.
| Category | Total | Max (HBO Max) user | Non-user |
|---|---|---|---|
| A happy relationship | 48.0% | 51.0% | 47.0% |
| An honest and respectable life | 45.0% | 44.0% | 45.0% |
| To be successful | 41.0% | 44.0% | 40.0% |
| Safety and security | 39.0% | 40.0% | 38.0% |
| Having a good time | 33.0% | 33.0% | 32.0% |
| Making my own decisions | 30.0% | 26.0% | 31.0% |
| Learning new things | 27.0% | 25.0% | 27.0% |
| Advancing my career | 14.0% | 12.0% | 15.0% |
| Traditions | 12.0% | 12.0% | 12.0% |
| Social justice | 12.0% | 13.0% | 12.0% |
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