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Warner Bros. Discovery Prepares For 2024 European Max Expansion

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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.

John Finn
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John Finn

By John Finn

John Finn is the Founder and Editor of Streaming Better, a platform created in 2019 to help consumers navigate the complicated live TV streaming and subscription service market.

John has been covering technology for various online publications since 2014. After originally covering the wider tech industry as a writer and editor, John now spends his time focusing on the emerging video-streaming market, including live TV streaming, SVOD, AVOD, FAST, and TVOD services.

In a bid to keep up to date on the industry, John actively subscribes to multiple streaming services at the same time. However, John continues to advocate that the best approach for consumers is to rotate between streaming services as needed.

A Psychology graduate from England, who now lives in the US, John previously worked in the aviation industry as an airline reviewer. While reviewing airlines isn't quite the same as reviewing devices and streaming services, John brings the same analytical eye to all of his reviews and industry analysis, along with a special emphasis on what's best for the consumer.

Connect with John
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