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Beyond rev-share terms for HBO Max, holdouts like Roku and Amazon — which together had 69% market share of U.S. OTT households in early 2019, Parks Associates estimated — are objecting to WarnerMedia’s push to have current HBO customers switch to HBO Max apps. That would mean current HBO customers who get the service through the Roku Channel or Prime Video Channels will be forced to move to the HBO Max app to get the expanded bucket of content — and thus leave the Roku and Amazon integrated video environments.