Warner Bros. Discovery is preparing to launch its Max streaming service in Europe, with the current plan to include two major rollout stages in 2024. While this European expansion will introduce the streaming service to more countries, some European markets will have to wait longer to gain access.
Warner Bros. Discovery launched Max in May of 2023 as a rebranded and expanded version of HBO Max. HBO Max itself is already available outside of the United States. By March of 2022, HBO Max was available in 61 territories across Europe, the U.S., Latin America and the Caribbean.
Warner Bros. Discovery has now confirmed that Max will launch in 22 European countries in 2024. As reported by The Hollywood Reporter, the confirmation came via the opening Mipcom Cannes keynote presentation by WBD’s Gerhard Zeiler and Leah Hooper Rosa.
Some of those countries with existing access to HBO Max will be part of the first wave. The current HBO Max app in these markets will transition over to Max beginning in the spring, similar to how the US version did earlier this year.
A second wave is then expected to take place later in 2024, which will see Max becoming available in additional European markets that don’t already have access to HBO Max, including Belgium and France.
Outside of the expansion, Zeiler also took the opportunity to confirm that Max has now entered a profitable stage, adding that the streaming industry as a whole is also now seeing “more rational attitudes.” A change that, according to Zeiler, has led to the end of an era where services over delivered in terms of content.
Max was one of the first companies to begin removing content from its platform, opening up additional revenue streams by striking deals with other services and providers. This is also at a time when many of these same services increased their prices.