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HBO, despite attempts to draw a larger consumer base via the still-new HBO Now streaming platform, seem set on alienating some of those very same new consumers. As stated in the terms of service, HBO NOW is available and designed strictly for United States residents, though numerous Canadians, European countries and Australia have circumvented the geo-locking HBO has placed on their product. At least until a few days ago, when The Sydney Morning Herald reported receiving emails from HBO warning of the potential for service to be cut off as soon as tomorrow. Rather than get payment in exchange for a service — a pretty basic concept — HBO seems to prefer receiving nothing.

From the above link, the following is an email sent to an Australian HBO Now user:

Using a virtual private network (VPN) to trick the HBO NOW service into believing the the customer is located within the U.S. is apparently akin to pirating. If HBO is threatening to punish people who already pay for their service, it is curious to see them complain about online leaks when they take away a viable option for people to lawfully watch their shows.

On the opposite end of the spectrum is Netflix, who also has strict terms of service regarding location, but is yet to actively target consumers. The streaming giant did limit the mobile — specifically Android — based geo-locking tricks, however Netflix spokesman Cliff Edwards said as long as the consumer can be verified in the correct location, they company will not block legitimate VPN usage. In an email Edwards wrote “There’s been no change to our VPN policy.” In a separate appearance, Edwards claimed “Detecting VPN usage is like playing a game of whack-a-mole.By their very nature, it’s difficult to tell how many people are bypassing geofilters.”

HBO NOW’s launch was disappointing even before this with their initial exclusive Apple partnership, but to see them go after paying customers, despite being out of the country, is shocking. If a foreign cord cutter isn’t allowed to pay for the standalone HBO programming, only one option remains and it involves the consumer getting what they want with HBO receiving zero payment.

(Image via HBO)

MLB Advanced Media, or the biggest media company you’ve never heard of, is about to embark on a video streaming expedition the likes of which the internet has never seen, supporting five launches in the next month alone, all while providing video streaming infrastructure for CBS Sports, ESPN, and WWE.

Take a look at this list put together by TechCrunch’s Matthew Panzarino:

• 3/18 – Sony’s PlayStation Vue
• 3/18 – March Madness streaming for Turner
• 3/29 – Wrestlemania
• 4/6 – MLB Opening Day
• 4/12 – HBO Now debut with Game of Thrones

That launch calendar would be great if it occurred in a year’s time, but MLBAM is doing it in one month. If they nail it, MLBAM will be in prime position to do what has been speculated for months — spin off into their own digital entertainment company. As our esteemed managing editor, David Temple, noted, “Through some forward thinking, some early investments, and a little bit of luck, a sports league has ended up being a giant in one of the biggest tech industries around.”

As was previously reported by TechGraphs, HBO Now is being launched with an exclusive partnership with Apple TV, which created whispers that Apple is looking to start their own over the top streaming service like Sling.

In his interview with TechCrunch, Bowman responded to a question about the possibility of MLBAM supporting Apple in these efforts by saying, “I have no idea. We’d be honored to be part of anything, really… What people forget is how long they’ve been together, and how well they’ve been running the company. I think everybody would do a lot of things to be partners with Apple, but it’s hard to imagine there’s anything technologically we could bring to Apple.”

Continuing with the Apple theme, Bowman gave an update on the At Bat app launch for the Apple Watch, saying, “We obviously built a whole interface, when it launches in April and people sync their phones, [sic] obviously, the interface is different. Every piece of hardware has to look different… Hopefully, it looks cool and neat and — the watch itself, there’s ways to dig deeper. When you move it, you might just get an update, but when you punch it a couple times, it’ll dig a little deeper.”

Right now MLB.com is 85 percent of MLBAM’s business, but obviously that number is likely to fall given all off the business they’re taking on. When asked pick a competitor for MLBAM, Bowman responed, “I think the biggest competitors that we have are inertia.”

(Image via Ming-Yen Hsu)

If you’re a fellow cord cutter then no doubt you’ve been just as giddy as myself at the thought of a standalone HBO service — dubbed named HBO Now — ever since it was announced it was in the works. Catching things like Last Week Tonight, Real Sports and more all without paying a premium cable television bill seemed too good to be true. Today HBO may have shaken me out of my dream scenario as today the company announced at an Apple event that the service will debut next month…specifically on Apple TV.

To their credit, HBO Now will be able to be streamed from any web browser, but only with Apple TV will the customer be able to see the premium programming on their televisions. No Roku, Chromecast, Fire TV or other service will be available at launch. CNN senior media correspondent Brian Stelter reported the HBO/Apple exclusive deal will last three months though that is yet to be confirmed by either company. On the hardware side of things, Apple is reducing the price of Apple TV from $99 down to $69,

Statista shows Apple TV holds a clear lead among streaming services, nearly double the share of the second place Roku.

With almost 60% of the streaming market shutout of utilizing HBO Now to its full potential or be forced to make an additional upfront hardware purchase, I’m struggling to maintain my previous enthusiasm.

(Header image via HBO)