In a surprising turn of events, HBO Max, which aims to replace former leading streamer, HBO Max, has experienced a decrease of almost one million users in the period from July to October 2023. According to Warner Bros. Discovery (WBD) Q3 2023 earnings report, Max has lost 700,000 customers over the last three months, leaving its current userbase at 95.1 million. This is a far cry from its rival Netflix, which boasts nearly 250 million subscribers. Despite its smaller fanbase, Max is expected to expand into Latin America early next year, Europe in mid-2024, and Asia-Pacific in late 2024.

The primary reason for the falling userbase of Max wasn’t provided in the Q3 earnings report and WBD has yet to offer an explanation. However, it is speculated that the high subscription price and lack of notable TV shows and movies could be possible factors. Max’s Ad-Lite plan is one of the most expensive compared to other streamers, and recent content additions have not been well-received by audiences.

While Max’s decline in subscribers has been notable, new content may be on the horizon that could change its fate. WBD’s latest film, Barbie, which broke box office records following its July release, could potentially increase the number of subscribers for Max. As the exclusive home of Barbie in the US, Max may see an increase in new subscribers once the film arrives on the platform.

With the possibility of Warner-developed films making their debut in theaters next month, now could be the perfect moment for Barbie to join Max’s vast catalog of content. The addition of a box office sensation like Barbie could potentially reignite the platform’s appeal to potential subscribers.