WarnerMedia announced July 9 the launch of HBO Max, its entry into the increasingly crowded digital streaming field.

AT&T Inc.-owned WarnerMedia billed the streaming service as containing 10,000 hours of premium content and said it’s slated to launch in March 2020, according to a press release.

The content includes Warner Bros. television intellectual property like 90s sitcom “Friends,” which will move from Netflix. There is also a slate of original television series produced by Greg Berlanti and Reese Witherspoon, who are already under contract to work with WarnerMedia.

WarnerMedia did not say how much the subscription service would cost consumers. A spokesman said the company’s headquarters would be located adjacent to Warner Bros. Entertainment Inc.’s Burbank studios.

WarnerMedia first announced plans for a direct-to-consumer service to compete with Netflix Inc. and other online streaming services last year amid regulatory review of telecom giant AT&T’s purchase of the entertainment company.

HBO Max is one of multiple new streaming services as legacy studios attempt to grab a share of the growing market. Walt Disney Co.’s Disney Plus subscription service is slated to premier in November, and a free, ad-supported platform from Comcast Corp.-owned NBCUniversal is set to arrive in the first quarter of 2020.

Media and entertainment reporter Matthew Blake can be reached at (323)556-8332 or [email protected].