When you think of HBO throughout the 80s, 90s and 2000s, what is the best kids show that comes to mind? Is it nothing? Probably. When HBO launched “HBO Go” and later “HBO Now” the company leaned right in to the programming that made HBO a household name in entertainment. Its original shows aimed at adults that could not be made for TV because of the language, violence and sexual content it could get away with on cable. After the merger between Warner Brothers and Discovery Networks the new company sought to combine all of its assets under one banner and integrate content from varied sources like Turner Classic Movies, which fit in pretty well along with reality TV, and content from the cartoon network notably the classic Warner Brothers cartoons. We are talking about characters like Bugs Bunny, Foghorn Leghorn etc, Looney Tunes. The channel also became a home for content from Sesame Street and other children’s programming.
But the problem is that the kids content stuck out like a sore thumb. It was the only thing like it. Kids don’t watch House Hunters, the Sopranos, Hard Knocks or old black and white classics. For some reason at the time WBD thought it should make an attempt to seem well rounded. It is not the only company to do so. Universal tried the same thing with Peacock. The kids content was heavily pushed to start but has never become part of the draw. Compared to Disney+ which has years and years of programming from the Disney Channel along with its huge library of Disney animated and live action movies or even Paramount+ which is home to Nickelodeon content kids content on Max is a complete afterthought.
You can’t be all things to all people. You may notice that Disney+ on the other hand does not also have a collection of edgy sex comedies. Its only R Rated content is a couple of Marvel-based films which are part of the plan since Disney is the home to the vast majority of Marvel content. It has context. Disney did not try to compete against Max with some fantasy show on the scale of Game Of Thrones. Max seems to be taking the hint at the urging of its performance results regarding the kids content and backing away. The truth is that cartoon characters like ole Bugs appeal more to baby boomers than children.
Max does not need cartoons, Big Bird or anything that appeals to young children. I really doubt anybody signs up for Max to get the kids content. Just like I doubt anybody signs up for Disney+ to hunt for shows with full-frontal nudity and F-bombs. The only way these streamers make any sense is if they pick a lane and go with it. There is only so much audience, and so much money. And unlike the old TV days it is not a matter of convincing the kids to change the channel. The strategy just never made any sense.
Going forward expect anything pointed to kids to leave Max and find its way into one of the many free streaming services or even some of the general entertainment streamers who feel it is worth paying for.
