HBO Nordic is soon launching the first-ever web-only service in Europe. Starting mid-October, HBO will sell streaming subscriptions to non-cable customers in the Europe. The company, however, may not launch the same model in the U.S. The premium TV network believes that "this model is specific to the Nordic region, taking into consideration the various factors specific to these countries."
"Each market is unique and HBO approaches each one with what we consider to believe the best business model specific to that territory," an HBO spokesman told Variety reports.
With the new service, the European customers will no longer have to be signed up with a pay TV service such as cable or satellite. This model is a big move for HBO's traditional business model as, in the past, the company has followed the model of paying monthly surcharge for a linear channel (in addition to a basic subscription) to cable, satellite, and telco providers.
The first HBO branded service, dubbed as the HBO Nordic AB, will be available in Sweden, Norway, Finland, and Denmark offering hit series like Boardwalk Empire, The Newsroom, Game of Thrones, True Blood, Veep, Girls plus films, documentaries etc. and will even include content from HBO's competitors like Showtime and Starz.
HBO Nordic will offer a premium 24-hour advertising-free channel, said the company in a written statement. HBO will offer both subscription and transactional video-on-demand services, providing premium content directly to consumers via HBO Nordic's untethered, "over-the-top" platform, hbonordic.com, and also via local distribution partners.
"We saw a rapid change in Nordic TV consumption these past years. Our target group is younger and more urban than the existing premium pay TV subscribers and they consume TV on multiple screens, particularly on computers, smartphones and tablets. Most of them associate HBO with best in class series. We view this as a unique opportunity for HBO to grow digital pay-TV subscriptions in the region", said Hervé Payan, CEO of HBO Nordic.
Meanwhile, Netflix Inc. is also expected launch its own Nordic streaming service but the company is yet to reveal pricing in the four countries.
The HBO Nordic AB service will cost under €10 per month (about $12.50).
