HBO has confirmed 800,000 people have signed up for its subscription-free HBO Now streaming service, a figure lower than external expectations.
The cord-cutting service, which freed HBO content from the need for a wider cable or satellite platform for the first time, launched ten months ago.
Investors had expected the arrival of the $14.99 a month platform to bring in 1 to 2 million subscribers in the first year.
The slower than hoped update may be due to the gradual rollouts on the various platforms beyond its iOS and Apple TV debut.
Since then it has become available on Chromecast, Amazon Fire, Android and Roku, but not on Xbox or PlayStation devices.
“I wouldn’t say only 800,000 subs,” said HBO CEO Richard Plepler. "We're just getting started I think we’re going to make a of progress." (via Recode)
The boss said new content from the likes of Jon Stewart and US sports host Bill Simmons will be geared towards the digital platforms in particular.
The news comes as Netflix continues to add subscribers hand over first.
In the last three months of 2015, Netflix added 1.56 million subscribers in the US alone as it surpassed 75m around the world.