John Stankey, CEO at AT&T’s WarnerMedia division, is reportedly leaning toward giving the upcoming HBO Max OTT the same price tag as a standard HBO subscription. According to NBC News, who cited sources with knowledge of Stankey’s discussions, HBO Max may cost USD 14.99 per month, the same as an HBO or HBO Now subscription.

That potential price conflicts with earlier reports that WarnerMedia was considering pricing HBO Max between USD 16 and USD 17 per month. According to NBC News, Stankey wants a price for HBO Max that will retain existing HBO subscribers, but also makes the platform more attractive to newcomers. Once subscribers are on board, AT&T will look into ways to rise prices gradually over time. The report also suggests that Stankey is eyeing April 2020 as a tentative launch window for HBO.

HBO Max will premiere with 10 thousand hours of content. It will include HBO content alongside originals and programming from Warner Bros, New Line, DC Entertainment, CNN, TNT, TBS, truTV, The CW, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth and Looney Tunes. The SVOD OTT will be the exclusive streaming home for Friends, and exclusiveness to the platform include The fresh prince of Bel-Air, Pretty little lies, along with new DC Entertainment series Batwoman and Kati Keene. HBO Max original productions include Dune: The Sisterhood, Tokyo Vice, The Flight Attendant, Love Life and Gremlins.