We don’t expect any significant growth in HBO penetration due to the rising demand of alternative video platforms, which provide much cheaper option to watch movies and TV series. We estimate the penetration to remain around 41% towards the end of the forecast period. However, we believe that the subscription fee will continue to rise in the coming years and be around $9 per month by the end of our forecast period.
via How HBO’s Over-The-Top Streaming Service Can Shape The Network’s Future – Forbes.