It's a riskier approach, because in order for it to work they have to get their app in all the same channels and devices that Netflix, Hulu, et al have already gotten into. And they have to train viewers to look there for HBO content instead of in their usual outlets. All of which is challenging.
But it's also potentially more lucrative as well, since if it works HBO won't have a middleman sitting between themselves and their viewers the way they currently do with cable companies and streaming services. And if HBO GO has enough compelling original content to get people to use it, they can then use that as leverage with movie studios for better deals on movies to distribute that way as well.
But it's also potentially more lucrative as well, since if it works HBO won't have a middleman sitting between themselves and their viewers the way they currently do with cable companies and streaming services. And if HBO GO has enough compelling original content to get people to use it, they can then use that as leverage with movie studios for better deals on movies to distribute that way as well.