Free Max plan launched for DashPass customers of DoorDash
Food and grocery delivery platform DoorDash has partnered with Warner Bros. Discovery to offer all its DashPass customers a free Max subscription.
Starting Tuesday, the streaming service’s Max With Ads tier (currently priced at $9.99 per month or $99.99 per year) comes with a DashPass annual subscription ($96 per year) in the US at no additional cost.
If DashPass customers are interested in the ad-free tier of Max (which costs $16.99/month or $169.99/annually), they can upgrade to that version of the plan at a discounted rate of $10.99 per month .
Max streams shows and movies from the libraries of HBO, Warner Bros., A24, Adult Swim, ID and DC Universe, including ‘House of the Dragon’, ‘The White Lotus’, ‘Friends’, ‘Godzilla x Kong’ and ‘ Furiosa: A Mad Max Saga,” as well as the upcoming series “The Penguin” (debuting in September) and “Dune: Prophecy” (November).
DoorDash’s Dash Pass offers customers “exclusive offers, members-only benefits, $0 delivery fees and reduced service fees on qualifying orders at thousands of restaurants, grocery stores and retailers.”
The partnership with Max marks the first benefit of its kind offered by DoorDash, but is similar to the deals between Walmart and Paramount+, and Instacart and Peacock to provide free access to a streamer through membership in an e-commerce subscription program.
“I think it’s really about thinking about what we’re seeing in terms of what our customers want, and thinking about the overlap between the different services,” Kofi Amoo-Gottfried, DoorDash’s chief marketing officer, told me. Variety. “So I think for Max we felt it had a really strong catalog for both families and adults. And if you really think about the basics of the DashPass audience, we felt that the titles and the IP and the things that existed on Max would allow us to talk to that audience in a way that would really resonate. A lot of it is really about understanding who that customer is and what we think will appeal to them.”
According to Amoo-Gottfried, DashPass has about 15 million subscribers and has saved customers about $10 billion since its launch six years ago. In its second-quarter earnings report last week, Warner Bros. Discovery that it now has a combined 103.3 million global subscribers across Max, HBO and its Discovery+ streamer.
Amoo-Gottfried and the DoorDash team have several upcoming cross-promotions planned with Max tied to programming, including campaigns tied to HBO’s “House of the Dragon,” which recently wrapped its second season, and the upcoming DC show “The Penguin’.
“Max’s partnership with DoorDash offers an exciting, complementary combination of services with great value to consumers,” said Pato Spagnoletto, Global Chief Marketing Officer of Warner Bros. Discovery direct-to-consumer. “We’re excited to roll out this offering and introduce a world of exclusive and iconic stories for DashPass members.”
DoorDash president and chief operating officer Prabir Adarkar added: “Since launching DashPass six years ago, our goal has always been to deliver more value and savings to members. Streaming and delivery go hand in hand, and we are excited to launch a coveted benefit for DashPass Annual Subscription members.”
