HBO Now was launched as an exclusive subscription service on Apple TV and the App Store for Apple devices such as the iPhone, iPod touch and iPad in early April. Early users were given the unique privilege to access the app under a free trial for one month. The free access seemed to have worked successfully as free-accessing users eventually became paying customers. The app now reached the number one spot on the iOS revenue charts worldwide in May.
After the one-month free trial of the service, HBO Now charges customers a monthly subscription of $14.99. The package includes access to both original programming titles of HBO and movie content. Users are able to stream all of HBO's past and current titles. Most users are attracted more on the new title offerings since past titles can also be accessed through Amazon Prime Instant Video.
Just one month later when it launched, HBO Now became the no. 1 revenue earning iOS app worldwide, according to analytics service providing firm App Annie. It is also one of the high performing apps in the US. after reaching number 2 in the nation's overall daily gross ranking that was revealed on May 7.
Apart from HBO Now, other revenue earning apps that belong to the top 10 include Spotify, Pandora Radio, LINE, Zoosk, Skype, Hulu, Match.com, Tinder and Beats Music.
HBO Now's rapid climb to the top can be attributed to a number of reasons. One of them is how the service has offered users the unique ability to fulfill a number of app purchases from initial access such as signing up for the service and paying for a subscription. Other services offering the same streaming content to users would require a paid subscription through the web initially at launch. Users are later on allowed to access the service through the app using their paid subscription.
Another reason for its success is how it strategically launched on the day which coincided with the premiere showing of the Game of Thrones.
"The iOS app for HBO's new standalone streaming service HBO Now debuted at #1 on our Worldwide May iOS revenue charts," said App Annie on a blog post. "In a strategic move, the service launched on April 12 to coincide with the Season 5 premiere of their Emmy Award-winning series, Game of Thrones. The launch was an exclusive deal with Apple, debuting in the United States on iOS and Apple TV."
Soon, HBO Now will also become available on Google Play as announced by Google recently. However, Android users may have to wait until the service's exclusive three-month deal with Apple expires.
