When Apple’s exclusivity agreement for HBO Now comes to an end in July, we can expect the service to quickly make its way to additional platforms like the Fire TV and Fire TV Stick. When that time comes, there may be additional pricing options to choose from, other than the current rate of $14.99 per month. HBO has been sending emails to customers opting to cancel their HBO Now subscription with surveys which hint that the company is considering offering discounts to those willing to pre-pay for the new service. The survey lists a three-month price of $29.99, a six-month price of $59.99, and a one-year price of $99.99. That one-year price would bring the service down to $8.34 a month, which is a considerable discount of over 44% off the current monthly price.
Enticing customers to pay for more than one month at a time may be HBO’s answer to the unprofitable binge-watcher demographic. Since there’s nothing stopping customers from paying for just one month of service and binge watching an entire years worth of programming in that one month, HBO and other similar services with on-demand content will need to find ways to turn binge watchers into long-term subscribers. Sling TV, while being a subscriptionless month-to-month service, is still offering customers free Fire TV Sticks and discounted Fire TVs in exchange for longer upfront service comitments. As more content providers make the inevitable switch to subscriptionless a-la-carte services, you can expect to see more interesting incentives offered in exchange for longer commitments. What type of incentives would make you pre-pay for more than a month of service? Would you prefer free/discounted gadgets, or lower subscription fees? Let me know in the comments.