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Live sports are coming to Max, the Warner Bros. streaming platform. Discovery


Los Angeles Dodgers center fielder Cody Bellinger (35) steals second base as St. Louis Cardinals second baseman Tommy Edman (19) takes the last pitch at Dodger Stadium during the game 2021 National League Wild Card.

Robert Hanashiro | USA TODAY Sports

Sports are coming Discovery of Warner Bros.Max’s streaming app.

Starting October 5, Max will include a tier that will simulcast live sporting events already broadcast on the company’s traditional television networks, TNT and TBS. The level starts in time for the Major League Baseball playoffs, broadcast on TBS.

The membership, called Bleacher Report Sports Add-On, will also include NHL, NBA, NCAA March Madness and American football games. Max subscribers will benefit from free access until February 29. After that, it will cost an additional $9.99 per month.

CNBC previously reported on Warner Bros. plans. Discovery to add sports to Max under the Bleacher Report brand, as it tries to target a younger audience that has increasingly bypassed the traditional pay-TV package.

Media companies have undertaken a delicate dance to make their streaming services more attractive in a bid to become profitable and are now trying various methods to do so.

Warner Bros.’ streaming segment Discovery was profitable in the first half, and the company said it expects that to continue for the full year.

Max has undergone various changes over the past year and has increased its content for fall.

In May, the streamer rebranded as Max after the parent company mixed content from the HBO Max and Discovery+ apps. The move comes more than a year after the Warner Bros. merger. and Discovery.

The company also entered into an agreement with AMC Networks to present over 200 episodes of recent cable television network shows for two months. The deal, which began earlier this month, will run through Halloween.

But sports and news were highly anticipated additions to the app. CEO David Zaslav said during the company’s earnings conference call this summer that the change would happen shortly.

On September 27, the app will also include CNN Max, a 24/7 live news hub that will feature content from the network’s top anchors.

The company raised the price of the Max earlier this year and hasn’t raised it yet. Currently, Max’s ad-free tier costs $15.99 per month, and a cheaper option with ads costs $9.99 per month. Company executives have said on investor calls that they see the possibility of further price increases in the future.

In addition to the MLB playoffs, the Max Sports Tier will also include 60 live NHL regular season games, 65 NBA regular season games, and playoff games for both leagues. It will also include live videos and other content from Bleacher Report.


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