Max executive talks need to expand globally to survive
Max executive talks need to expand globally to survive
As Max rolls out in Australia, WBD streaming head J.B. Perrette is making it known that the streamer plans to be around for a long time.
Happy Max Day, Australia! On Monday, March 31, Warner Bros. Discovery’s streaming service Max is officially rolling out down under, unlocking titles like “The White Lotus,” the upcoming second season of “The Last of Us,” and a huge selection of TV shows and movies from the HBO and Warner Bros. brands. Against the backdrop of that launch, WBD streaming chief J.B. Perette spoke with Variety about the need for continued expansion for the streamer.
Key Details:
- Perrette said in a statement that Max’s launch in Australia represents a “distinct streaming proposition” for viewers.
- Max will continue expanding with a launch in Turkey on April 15.
- Perrette tells Variety that continued expansion will be key in a future with fewer streamers overall.
Max expects to garner a large base of new subscribers in Australia, as it believes its content offerings will be of great interest to customers around the country. The streamer has a new tagline in Australia which is intended to signify a commitment to better content, not just volume of titles. That tagline is “All killer. No filler,” as opposed to the tagline it launched with in the United States: “the one to watch.”
Of Max’s latest international launch, Perrette said:
“The launch of Max in Australia continues our exciting global expansion. While the Max brand may be new to Australians, the programming engines at the heart of it – including HBO, Discovery, Warner Bros., Harry Potter, the DC universe - are already loved by audiences here. Now for the first time, these brands come together alongside additional premium content from WBD’s portfolio, to offer a distinct streaming proposition for local fans.”
When speaking with Variety, Perrette said that a global strategy was crucial for Max as it tries to continue carving out a space for itself in the streaming world. Most analysts and executives agree that streaming will consolidate in the future, leading to a reality in which there are two to three giant streaming services packed with content, while the rest fall by the wayside.
“We believe that the winners in this streaming game are going to be big-scaled, global players, of which we believe we absolutely will be one of them,” Perrette told Variety. “In order to get there, we have to have Max rolled out around the world.”
WBD won’t have much time to celebrate the launch of Max in Australia. The streamer is rolling out in Turkey on April 15, and has also expanded to Europe and Latin America in 2024. Perrette says that having content that appeals both locally as well as across borders will be key to luring global audiences.
That’s one of the reasons Max is trying to shift its branding from being a generalized streamer to one of high-quality offerings.
“We don’t believe more is better. We actually believe better is better,” Perrette explained to Variety. “We pride ourselves on each of the stories we tell, each of the characters we follow… something that is of higher quality.”
Max still has a ways to go to compete with the biggest streamer of them all in Netflix. That streamer now has more than 300 million subscribers, whereas WBD has 116.9 million customers around the globe as of the end of 2024. But WBD has a clear strategy to grow its customer base, and a way to stand apart from other streamers in an era where differentiation will be key.
HBO Max
HBO Max is a subscription video streaming service that gives access to the full HBO library and exclusive Max Originals. There are hubs for content from TLC, HGTV, Food Network, Discovery, TCM, Cartoon Network, Travel Channel, ID, and more. Watch hit series like “The Last of Us,” “House of the Dragon,” “Succession,” “Curb Your Enthusiasm,” and more. Within HBO Max, B/R Sports allows users to watch live NBA, MLB, NHL, March Madness, and NASCAR events.