Warner Bros. Discovery is shutting down the Boomerang streaming service and moving some of its programming, which includes many classic cartoon series, onto Max.
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The kids-and-family move is set for September 30, according to an email to subscribers.
It comes in the same year as a similar strategic shift by Paramount Global, which shuttered Noggin and moved its content onto flagship Paramount+.
Boomerang, which began as a cable network in 2000 featuring a range of animated classics like Scooby Doo , Tom & Jerry and Loony Tunes , became a streaming service in 2017. In more recent years, it expanded into original programming.
Subscriber numbers for Boomerang were never divulged. The niche offering is considerably cheaper than Max, but WBD told subscribers their plans would be converted to the ad-free version of Max at no extra charge. Boomerang is $6 a month, while the ad-free tier of Max is $17.
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“On Max, you can enjoy loads of Boomerang fan-favorites with Scooby, Bugs Bunny, Tom & Jerry and more!” WBD wrote in its email. “While some Boomerang content may not be available, you’ll have access to Max’s full catalog of iconic series, hit movies, fresh originals, breaking news, and family favorites, including The Amazing World of Gumball , Teen Titans Go! , Lego Batman and more.”
It didn’t offer any further outlook for what would survive the move to Max.
Streamlining niche services has been happening for a number of years as major players look to consolidate efforts around their primary flagships. Before merging with Discovery in 2022, the entity then known as WarnerMedia culled its streaming herd by winding down stand-alone services like FilmStruck and DC Universe.
CordCuttersNews first reported on the Boomerang shutdown on Thursday.
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