It’s now official!
HBO announced today the name of its standalone premium streaming service – HBO NOW – and that the service will launch this April, bringing the product to audiences in time for the fifth season of "Game of Thrones."
HBO and Apple also announced that for the first time an HBO subscription will be made available directly to Apple customers through HBO NOW.
HBO NOW provides instant access to HBO’s acclaimed programming, original series, the latest Hollywood hit movies, original HBO Films, groundbreaking documentaries, sports and comedy and music specials. Highly-anticipated upcoming original programs like "Westworld," the drama series starring Anthony Hopkins, Ed Harris and Evan Rachel Wood; "The Brink," the dark comedy series starring Jack Black and Tim Robbins; the new season of the Emmy-winning "True Detective" with Vince Vaughn, Colin Farrell and Rachel McAdams; and HBO Films’ "Bessie," starring Queen Latifah, will become available on HBO NOW as they air on HBO.
In addition, HBO NOW will showcase "Last Week Tonight with John Oliver;" "VICE," the Emmy-winning, cutting-edge news magazine series hosted by Shane Smith; HBO Sports documentaries, series and World Championship Boxing events; and groundbreaking documentary programming like "Going Clear: Scientology and the Prison of Belief," "The Jinx: The Life and Deaths of Robert Durst" and the Oscar-winning "Citizenfour."
To subscribe to the streaming service HBO NOW, consumers only need a broadband internet connection.
Upon launch, customers can subscribe using the HBO NOW app on their iPhone, iPad or iPod HBONOW.com. , or directly on Apple TV for instant access. Users can purchase HBO NOW directly in-app for $14.99 a month. Upon registering, subscribers will also be able to watch at
HBO will offer a 30 day introductory free trial period to new HBO NOW customers who sign up through Apple in April.
HBO continues to be in discussions with its existing network of distributors and new digital partners to offer HBO NOW. At launch HBO NOW will only be available on iOS devices.
“HBO NOW is the next phase of innovation at HBO,” said Richard Plepler, chairman and CEO, HBO. “With this new partnership, a natural evolution for the network, we have access to millions of Apple customers who are used to getting their favorite apps immediately. Now, they can do the same with an HBO subscription.”
“HBO NOW offers a new generation of HBO fans many of the best TV programs in the world without a cable or satellite subscription,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “Now, with the same simplicity as buying an app, customers can subscribe to HBO NOW and instantly start viewing their favorite HBO programs as they air – this is huge.”
Along with today’s announcement comes a brand new "Game of Thrones" trailer, embedded below, followed by a video introducing HBO Now: