The graph shows the likelihood of subscribing to WarnerMedia’s upcoming streaming service, HBO Max, among adults in the United States as of March 2020, according to generation. The online survey concluded the generation least likely to purchase a subscription to the service were Boomers, with 55 percent of those surveyed answering that they were not likely at all to sign up to HBO Max upon its launch in 2020, compared to 29 percent of Generation Z. It was found that Millennials were the generation most likely to subscribe, with eight percent very likely to purchase a subscription.
Likelihood of subscribing to WarnerMedia's upcoming streaming platform HBO Max among adults in the United States as of March 2020
Characteristic
Very likely to purchase
Somewhat likely to purchase
Not very likely to purchase
Not likely at all to purchase
Don't mind/ No opinion
Generation Z
5%
12%
16%
29%
39%
Millennials
8%
14%
18%
32%
29%
Generation X
7%
14%
15%
37%
27%
Boomers
1%
6%
13%
55%
24%
0%10%20%30%40%50%60%70%
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Question: And based on what you know about the following streaming services how likely are you to purchase the following when they become available? HBO Max, WarnerMedia’s upcoming streaming service that will feature content from Warner Bros., Turner and HBO
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Morning Consult. (March 31, 2020). Likelihood of subscribing to WarnerMedia's upcoming streaming platform HBO Max among adults in the United States as of March 2020 [Graph]. In Statista. Retrieved June 07, 2025, from https://www.statista.com/statistics/1116918/possible-hbo-max-subscribers-by-generation/
Morning Consult. "Likelihood of subscribing to WarnerMedia's upcoming streaming platform HBO Max among adults in the United States as of March 2020." Chart. March 31, 2020. Statista. Accessed June 07, 2025. https://www.statista.com/statistics/1116918/possible-hbo-max-subscribers-by-generation/
Morning Consult. (2020). Likelihood of subscribing to WarnerMedia's upcoming streaming platform HBO Max among adults in the United States as of March 2020. Statista. Statista Inc.. Accessed: June 07, 2025. https://www.statista.com/statistics/1116918/possible-hbo-max-subscribers-by-generation/
Morning Consult. "Likelihood of Subscribing to Warnermedia's Upcoming Streaming Platform Hbo Max among Adults in The United States as of March 2020." Statista, Statista Inc., 31 Mar 2020, https://www.statista.com/statistics/1116918/possible-hbo-max-subscribers-by-generation/
Morning Consult, Likelihood of subscribing to WarnerMedia's upcoming streaming platform HBO Max among adults in the United States as of March 2020 Statista, https://www.statista.com/statistics/1116918/possible-hbo-max-subscribers-by-generation/ (last visited June 07, 2025)
Likelihood of subscribing to WarnerMedia's upcoming streaming platform HBO Max among adults in the United States as of March 2020 [Graph], Morning Consult, March 31, 2020. [Online]. Available: https://www.statista.com/statistics/1116918/possible-hbo-max-subscribers-by-generation/
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