A contract to broadcast HBO Max has been signed by video streaming tools and hardware supplier Roku Inc. (ROKU). It can be hypothesized that the popular channel’s support would make Roku an even more popular forum for viewers.

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There are over 12.5 million subscribers to HBO Max, which is owned by the telecommunications giant AT&T (T), and of course it wants to market its content ever more broadly. Cooperation with Roku would be able to provide a large audience with connectivity that would possibly help to accelerate the growth of the number of subscribers. According to data quoted in a WarnerMedia press release, Roku devices currently stream more hours of television than any other network. HBO Max is thus carrying on to the service of a larger audience.

In May 2020, the HBO Max channel was introduced and became available on the company’s Fire TV devices, an offering of Amazon.com Inc. (AMZN). Negotiations with Roku were postponed at the same time. The signing of the deal came at a good time, though. In addition to HBO, AT&T also owns WarnerMedia, which reported on December 17 the release of the film ‘Wonder Woman 1984’ on the HBO Max website. That is, a multi-million Roku viewership will now watch the planned video.

Roku also had 46 million active accounts as of the third quarter of 2020, up 43 percent from last year. One of the beneficiaries of social distancing and the suspension of entertainment outside the home has been the corporation. Most of the famous US networks, including HBO Max and Peacock, owned by Comcast (CMCSA), are now available on the company’s website. This makes the network one of the clearest options for individuals trying to opt out of a cable provider deal.

Roku, Inc. (ROKU) stock was marginally down (-0.24%) on Wednesday to conclude the session at $338.74.

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