How did yesterday’s launch of HBO Max go? We don’t have official numbers from WarnerMedia, but app store intelligence firm Sensor Tower says HBO Max was downloaded by nearly 87,000 new users across Apple’s App Store and Google Play.
That number might seem pretty low compared to other streaming launches — like the 4 million first-day installs for Disney+, or even the 300,000 installs for Quibi.
But keep in mind that HBO Max isn’t an entirely new service, either from a content perspective (it bundles HBO’s library with a wide range of other TV shows and movies) or from an app perspective, since it was released as an update for the existing HBO Now streaming app.
Sensor Tower acknowledged that these numbers do not include people who simply updated their old HBO app, but it offered another way to look at yesterday’s performance: Previously, HBO Now was averaging 16,000 new installs every day, so that’s 71,000 more downloads than normal.
It’s also worth noting that as I write this on Thursday afternoon, HBO Max is currently No. 2 among “free” apps in the App Store, behind Zoom but ahead of YouTube, Netflix, TikTok and Disney+.
Sensor Tower estimated that HBO Now and Max have been downloaded by 33 million people since launching in April 2015, compared to 260 million for Netflix, 120 million for Hulu (both Netflix and Hulu were measured starting in January 2014) and 50 million for Disney+.