• by Wayne Friedman , December 16, 2020

The high-profile streamer HBO Max, which launched in May, is finally being added to Roku's streaming app platform -- a major deal reaching 40 million plus monthly active users. 

Terms of the deal were not disclosed.

New major media companies' streaming platforms -- Peacock, HBO Max, and forthcoming Paramount+ (from ViacomCBS) -- continue to seek major distribution of streaming app platforms such as Roku and Amazon Fire TV -- the latter which now has 50 million monthly active users.

Roku typically takes a 30% share of advertising impressions from a content owner's app in order for it to be carried on the Roku platform.

In addition, Roku takes a standard 20% share of an app's subscriber fees, if one is charged to users. But media executives say lower shares can be secured with big legacy media companies when other deal points are included.

Starting December 17, Roku users can download HBO Max from the Roku channel store and subscribe directly on their Roku device to access all of HBO Max. For users who have already subscribed to HBO through their Roku devices, the HBO app will automatically update to become the HBO Max app.

A month ago, HBO Max struck a deal to be carried by Amazon Fire TV. In September, Peacock struck a deal with Roku to be carried on the platform. Peacock is still not on Amazon Fire TV as yet.

HBO Max had 12.6 million activated subscribers as of early December 2020, according to parent AT&T. HBO Max had a total of 28.7 million paying subscribers at the beginning of October -- which including linear TV HBO customers. These subscriptions are eligible for free access to HBO Max, though not all accounts have not been activated.

Also on Wednesday, HBO Max struck a distribution deal on Sony's new Playstation 5 gaming console. Earlier this week, it also closed a carriage deal on Comcast’s Xfinity X1 and Flex platforms.