HBO Max Expands in Europe with New Launches on January 13
HBO Max, the streaming service under Warner Bros. Discovery (WBD), is set to expand its international presence with launches in Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein on January 13, 2024. This move represents a significant step in WBD’s strategy to enhance its reach in key European markets.
Following this rollout, HBO Max plans to launch in the U.K. and Ireland in early 2026, completing its European expansion. Currently, HBO Max content is available in Germany, Italy, and the U.K. through a long-standing partnership with Comcast’s Sky, which allows for access to a diverse range of programming.
The streaming service, which operates in over 100 markets globally, promises to deliver an “ultimate mix of best-in-class series, blockbuster movies, extraordinary real-life stories, and live sport” to millions of potential new subscribers in these regions.
Content Lineup and Sports Offerings
HBO Max boasts a rich library of content, featuring acclaimed series such as The White Lotus, Euphoria, and House of the Dragon. Upcoming titles include A Knight of the Seven Kingdoms, a prequel set a century before the events of Game of Thrones. The platform also includes a robust selection of films, including Superman, The Batman, and the Harry Potter franchise.
Additionally, sports enthusiasts will have access to live broadcasts from the Olympic Winter Games Milano Cortina 2026, scheduled from February 6 to 22. This coverage will be available to all subscribers, regardless of their service plan, marking a first for the platform and promising to enhance its appeal among sports fans.
Strategic Growth and Subscriber Base
HBO Max will launch in these new markets with three service plans: Basic with Ads, Standard, and Premium, along with an optional sports add-on. Since its U.S. launch in 2020, HBO Max has successfully expanded into regions including Latin America, Europe, Central Asia, and Asia Pacific. As of the third quarter of 2025, WBD reported a total of 128 million streaming subscribers.
JB Perrette, CEO and President of Global Streaming and Games at WBD, expressed enthusiasm about the expansion: “We are thrilled to bring HBO Max and the stories that stick with you to new countries across Europe this January. With our strongest lineup of U.S. and local HBO series yet, blockbuster local and international movies, and the Olympic Winter Games, it is the perfect time to make HBO Max available directly to subscribers.”
As HBO Max continues to broaden its footprint, the company aims to solidify its position as a leading player in the competitive streaming landscape, leveraging its extensive content library and strategic partnerships to attract and retain subscribers.
