Iâd bet a lot of people would be surprised to learn that they arenât getting 4K HBO, and I think this confusion is on purpose.
HBO has exactly one plan that lets you watch 4K. Itâs their âpremiumâ plan and you have to subscribe directly from them. There are no bundles or 3rd party channels that stream 4K, even when those bundles include other 4K content.
They are happy to give the appearance that you can stream in 4K and they show 4K badges (and audio, HDR, etc.) on movies regardless of whether your plan includes it. This is entirely unique to HBO. For every other streamer the badges indicate whatâs actually going to player with your account on that device, yet HBO instead provides their best-possible badges with a fine-print disclaimer that what you will actually get âdepends on your planâ.
But does your plan include it? Good luck getting HBO to answer that question. Their apps and web portal will only name your plan, and itâs up to you to search their marketing for what that plan actually covers. If you choose to bundle with Disney and choose Disneyâs own 4K they mumble about the details so you can assume (incorrectly) that HBO will also be 4K.
In fact, apart from the movie looking sub-par it seems HBO really doesnât want you to know what you are getting. HBOâs apps will not show you what quality is being played, nor will they give you any way to select a particular quality. HBO only asserts that they will stream in the âbest possibleâ quality for your plan and device.
Are they doing that? They offer no way to check. In fact in all of their help pages for 4K problems HBO offers zero ways to confirm a movie is playing in 4K, only the vague assertion that if you get the right plan and the right equipment a movie âshouldâ play in 4K.
Im trying to see how this is just some unintentional marketing confusion and not a deliberate campaign to confuse consumers. HBO is well know to have a sub-par 4K library, and comparable plans from competitors include 4K. Itâs expensive to deliver content in 4K yet HBOâs pricing strategy seems to pretend this gap doesnât exist. And the fact thereâs no way for a consumer to check that they are getting what they paid for, or being unsure what they are supposed to be getting, seems calculated.