Warner Media, the content company created when AT&T acquired Time Warner last year, announced Tuesday that it would be calling its new direct-to-consumer subscription streaming service "HBO Max."

Driving the news: It unveiled a new slate of programming that would debut on the service next year, include the entire "Friends" catalog, which had previously been made available on Netflix.

Why it matters: As the battle between streaming services heats up, expect more fights over "catalog" content, or older classic shows with lots of episodes that keep users hooked to their accounts.

Details: On top of "Friends," Warner Media announced several other programming updates for "HBO Max," which it says is scheduled to launch commercially in spring of 2020 with 10,000 hours of premium content.

  • It will have the exclusive streaming rights at launch to all episodes of fan favorites “The Fresh Prince of Bel Air” and “Pretty Little Liars,” as well as the exclusive rights to 'Warner Bros.’ produced dramas for The CW beginning with the fall 2019 season.
  • It will also include exclusive movie production deals with Hollywood Heavyweights like producers Greg Berlanti and ReeseWitherspoon.

Be smart: The title alludes to the fact that the service will include HBO's hit programming, as well as other content from within the Warner Media umbrella, which includes Turner, a network of cable channels, and Warner Bros.

Our thought bubble: The goal for Warner Media is likely to convert as many HBO subscribers as possible over to the new service. As of now, only a few million people subscribe to HBO's digital service, HBO Now.

  • In order for it to pay off for Warner Media to be able to afford buying exclusive rights to major catalogs, it's going to need to be able to add subscribers quickly.
  • Data suggests that some consumers will leave Netflix if the "Friends" library leaves the service.

The big picture: Netflix was able to rise to streaming dominance years ago by acquiring the streaming rights to catalogue classics at a low cost. (This was before Netflix has nearly 150 million subscribers worldwide, so the networks sold Netflix those rights on the cheap.)

What's next: Now that Warner Media, Disney, and others are building streaming services to compete with Netflix, expect to see more catalog programming get yanked from Netflix's library, and pulled onto the services of TV networks that own those titles.

  • For example, NBCUniversal announced two weeks ago that "The Office" would move to its streaming service beginning in 2021.

Go deeper

Updated 35 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 10 a.m. ET: 21,243,513 — Total deaths: 766,488— Total recoveries: 13,272,162Map.
  2. U.S.: Total confirmed cases as of 10 a.m ET: 5,314,814 — Total deaths: 168,462 — Total recoveries: 1,796,326 — Total tests: 65,676,624Map.
  3. Health: The coronavirus-connected heart ailment that could lead to sudden death in athletes.
  4. States: New York to reopen gyms, bowling alleys, museums.
  5. Business: How small businesses got stiffed — Unemployment starts moving in the right direction.
  6. Politics: Biden signals fall strategy with new ads.

Kamala Harris and the political rise of America's Indian community

Vice presidential hopeful Sen. Kamala Harris (D-Calif.) Photo: Drew Angerer/Getty Images

When Democrats next week formally nominate the daughter of an Indian immigrant to be vice president, it'll be perhaps the biggest leap yet in the Indian American community's rapid ascent into a powerful political force.

Why it matters: Indian Americans are one of the fastest-growing, wealthiest and most educated demographic groups in the U.S. Politicians work harder every year to woo them. And in Kamala Harris, they'll be represented in a major-party presidential campaign for the first time.

3 hours ago - Health

The cardiac threat coronavirus poses to athletes

Illustration: Annelise Capossela/Axios

Cardiologists are increasingly concerned that coronavirus infections could cause heart complications that lead to sudden cardiac death in athletes.

Why it matters: Even if just a tiny percentage of COVID-19 cases lead to major cardiac conditions, the sheer scope of the pandemic raises the risk for those who regularly conduct the toughest physical activity — including amateurs who might be less aware of the danger.