In a victory for AT&T’s WarnerMedia, HBO will not be accessible as an Amazon Channel after their present placement deal expires subsequent 12 months, in response to folks conversant in the matter.

At the moment, HBO’s presence within the Amazon Channels retailer lets customers watch common HBO programming inside the Amazon Hearth TV consumer interface, making it simple for shoppers to subscribe and join. However this placement was a serious sticking level within the negotiations to get HBO Max, the corporate’s separate streaming service, on to the Amazon Hearth TV platform, in response to the folks, who requested to not be named as a result of the deal phrases are personal.

These talks dragged on for months earlier than concluding this week with a deal.

HBO Max contains extra content material that is not accessible on HBO, like “South Park and “The Massive Bang Principle.” Over time, WarnerMedia would love the HBO Max utility to be the one level of entry into HBO companies on streaming platforms.

Though this consumer interface distinction might really feel esoteric to most shoppers, it issues loads to WarnerMedia. Maintaining subscribers inside the HBO Max utility permits WarnerMedia to have a direct relationship with shoppers and to realize viewer info that can be utilized for focused promoting. An advertising-supported model of HBO Max is slated for launch subsequent 12 months.

Customers who bought HBO via Amazon Channels will have the ability to log in to HBO Max for no additional cost via the HBO Max utility. Legacy HBO will stay within the Channels retailer till its settlement — which is separate from the HBO Max deal — expires subsequent 12 months.

Nonetheless, protecting HBO and HBO Max out of the Amazon Channels retailer may damage subscriber progress.

With Amazon’s deal completed, WarnerMedia will flip its consideration to hammering out an settlement with Roku, the biggest streaming video platform by market share, the folks mentioned. Roku additionally has a channels enterprise, which HBO Max is combating to keep away from. WarnerMedia can even have to return to an promoting income share settlement with Roku, just like NBCUniversal’s Peacock, which reached a take care of Roku in September.

Spokespeople for WarnerMedia and Amazon declined to remark.