AT&T’s HBO Max has reached a streaming deal with Roku, opening a path for service to reach a maximum number of consumers in the U.S., effective Thursday. 

AT&T wants current HBO subscribers to convert to HBO Max so they can get the tons of added content being put into HBO Max. For a while, that was difficult because big player Amazon, Comcast and Roku didn’t have distribution deals, frustrating customers.

As the ink dries on deals with those distributors, conversions and usage on HBO Max should pick up.