Feb 13 2013, 7:59am CST | by Mark Raby
HBO's proprietary video streaming platform is now accessible through the Apple TV, though not because of a dedicated app. Previously, the service was completely inaccessible to users who beamed content to their Apple TV through AirPlay. That restriction has now been lifted.
Of course, the service itself is still only available to customers who have an existing HBO subscription. This is just another way that those subscribers can access the content they are already paying for.
HBO Go is just like Netflix or Hulu Plus, except it only contains HBO content. That's how powerful the premium cable network is. If you want to be able to watch any other TV show online, you can probably find some other streaming platform, but if you want HBO shows, you need to have HBO Go.
In fact, it is such a strong platform that Netflix CEO Reed Hastings has repeatedly said that HBO is his strongest and most analogous competitor.
That being said, HBO Go still has a long way to go before it is available on as many platforms and devices as Netflix. It is currently on select game consoles and Internet-powered TVs, as well as dedicated set-top boxes like Roku, but it is nowhere near as ubiquitous as Netflix.
As for the Apple TV, a dedicated HBO Go app is still in the works, but there is no time table as to when users should expect to see it.
With more than 10 years as a professional writer, Mark Raby has an undeniable pulse on the latest trends. From the quiet rumors to the breaking news of the day, his eagle eye is always focused on the newest scoop and figuring out how and why the big newsmakers are noteworthy and relevant. He is based in New York City.
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