‘Game of Thrones’ premiere sent HBO NOW half a million downloads, 3x increase in revenue

HBO’s “Game of Thrones” isn’t just a cultural phenomenon – it’s also a driving force for the company’s over-the-top service aimed at cord cutters, HBO NOW. According to new data from app store analytics firm App Annie, the HBO NOW streaming app was downloaded over 500,000 times in the first week following the Season 7 premiere. This translated into a massive increase in subscription revenue for the app, allowing it to snag the number three spot on the ‘Top Grossing’ chart across both iOS and Google Play.

On the day of the “Game of Thrones” premiere, Sunday July 16, 2017, the increase in revenue was so substantive that HBO NOW jumped up the top grossing chart by combined revenue by 11 ranks in the U.S., compared with the day prior.

While Netflix in the second quarter became the top grossing non-game app across both app stores, HBO NOW’s move this month was even more impressive. It didn’t just become the top grossing non-game app – it beat out all the other games on the revenue charts except for Candy Crush Saga and Clash of Clans.

That means it also became the #1 non-game app by combined iOS and Google Play revenue across the U.S. app stores on the day of premiere, App Annie notes.

The revenue increases were tied to a large jump in downloads from users who weren’t just opting for HBO NOW’s free trial, but signing up and subscribing immediately.

On the day of the premiere, HBO NOW saw 4 times the downloads compared with the average daily downloads of the 30 days prior. More remarkably, it was able to sustain this daily download bump for four days after the premiere. This led to over 500,000 downloads of the app across both the Apple App Store and Google Play in the U.S., and a 3x increase in revenue on the day of the premiere.

The interest in “Game of Thrones” isn’t just limited to the U.S. While HBO NOW’s streaming app is U.S.-only, the HBO GO app is available…

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