Max, the streaming service formerly known as HBO Max, made an announcement this morning that it will add 24/7 live stream news through the introduction of “CNN Max.” The launch is set for September 27 in the U.S.
This feature, scheduled to be in beta mode, will provide Max viewers with live content from CNN US, CNN International, and other original programming.
The company states that the service will also 24/7 live stream while enabling the exploration of product features, content, and original productions.
The new addition will feature programming tailored for the Max audience, including shows like “CNN Newsroom with Jim Acosta, Rahel Solomon, Amara Walker, and Fredricka Whitfield” as well as “CNN Newsroom with Jim Sciutto.” Sciutto will also lead breaking news coverage on the platform during the afternoons.
Other renowned anchors and programs will also be part of this lineup, such as “Amanpour,” “Anderson Cooper 360,” “The Lead with Jake Tapper,” and “The Situation Room with Wolf Blitzer,” among others.
This launch will bring about the rebranding of the currently labeled CNN Originals hub on Max to CNN Max. Subscribers to Max can access live news, original content, and more than 900 episodes of both current and legacy programming.
The latter includes shows like “Who’s Talking to Chris Wallace?,” “The Whole Story with Anderson Cooper,” “Anthony Bourdain: Parts Unknown” (Seasons 1-12), “Stanley Tucci: Searching for Italy” (Seasons 1-2), and the CNN Films’ and Max Original “NAVALNY.”
Users will also have the option to access this content through the new “News Beta” tab located in the top navigation bar.
This launch comes after the closure of CNN+, an independent 24/7 stream news service that faced challenges in attracting viewers. The shutdown occurred embarrassingly only a month after its initial launch in April 2022.
At that time, the company expressed the belief that customers would be better served by a “simpler streaming choice,” suggesting that the CNN brand could be better utilized within a broader streaming solution.
Max is not the pioneer of this approach, as integrating news into a broader entertainment-oriented streaming offering is not a novel concept. Paramount+ streams news from CBSN and local stations, and even free platforms like The Roku Channel have incorporated news to diversify their offerings.
While CNN+ was introduced under the leadership of former WarnerMedia CEO Jason Kilar (who has since departed the company), the newly formed Warner Bros.
Discovery is now under the guidance of David Zaslav — a figure who has sparked controversy and skepticism regarding his ability to make the Max brand flourish. Zaslav left his imprint on the streaming service by rebranding Max and removing the well-known “HBO” from the brand name.
In its recent earnings report, Warner Bros. Discovery revealed a loss of 1.8 million subscribers following the rebranding, partly attributed to individuals with overlapping accounts (Max and Discovery+) canceling extra subscriptions.
Despite these ongoing setbacks at Warner Bros. Discovery, the company anticipates achieving streaming profitability by 2025.
JB Perrette, CEO and President of Global Streaming and Games, stated, “As we outlined at our recent launch, our vision for Max is to become The One to Watch for all members of a household. We offer the most extensive and highest quality entertainment selection, and now we are adding world-leading news as a significant enhancement for all Max subscribers, at no additional cost.
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CNN Max is distinct because it is centered around 24/7 live stream news from CNN, the preeminent global news organization, and is available on a scaled streaming service in the U.S., which has a notably younger and complementary audience compared to traditional TV.”
