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HBO Max Announces European Launch Pricing, New Markets Coming in 2022

Michael King

HBO Max has unveiled the pricing for their upcoming European launch on October 26 in Sweden, Denmark, Norway, Finland, Spain, and Andorra. In most markets, the pricing will be ~$10.50 (€8,99) for their monthly plan, and as little as $6.75 a month (€5,99) for their annual plan.

The monthly subscription price has been reduced for customers in the Nordics compared to their existing HBO Nordic subscription.

Their annual subscription essentially gives 12 months the price of eight months, which represents a savings of more than 30% and brings the cost down to about €5,99 in Spain and Finland. HBO Max expects to announce additional launch offers, ahead of the service becoming available on October 26th.

HBO Max Monthly and Annual Pricing in Europe

Country Existing HBO monthly subscription New HBO Max monthly subscription New HBO Max annual subscription
Sweden (Kr) 109 Kr 89 Kr 699 Kr
Norway (Kr) 109 Kr 89 Kr 699 Kr
Denmark (Kr) 99 Kr 79 Kr 599 Kr
Finland (€) €10,95 €8,99 €69,99
Spain (€) €8,99 €8,99 €69,99

HBO Max also announced seven additional European launches for 2022 in Turkey, Greece, Estonia, Iceland, Latvia, Lithuania, and the Netherlands, where HBO has not previously had a footprint. They join markets in Central & Eastern Europe and Portugal that were already announced for 2022.

Tuesday’s announcements bring the total number of territories in the European launch phase to 27. According to Johannes Larcher, head of HBO Max International, the growth is in line with plans from the streamer for a presence in 190 territories around the world by 2026.

“HBO Max is coming to Europe, bringing with it the best films and TV from 100 years of Warner Bros. together with HBO, Max Originals, DC, and Cartoon Network”, Larcher said. “We truly have something for everyone in the family to enjoy, with a superior viewing experience. Soon HBO Max will have lit up in 27 territories in Europe, and 67 around the world – and we’re not finished yet, with much more to come as we aspire to be present in 190 territories by 2026.”

HBO Max says that the launch will be rolled out on a new, global technology platform with an enhanced streaming experience along with new features and functionalities. The presumably includes the recently updated HBO Max apps on Roku, Apple TV, and other streaming platforms.

Subscribers will be able to customize their HBO Max profile, the release said, creating a more powerful sense of connection with the platform and enabling parents to create kids’ profiles with parental controls to ensure each child is watching age-appropriate content.

HBO Max will replace existing HBO-branded streaming services in 20 territories in the Nordics, Spain, Portugal, and Central and Eastern Europe and will be available to both new customers as well as existing customers.


HBO Max is a subscription video streaming service that gives access to the full HBO library, along with exclusive Max Originals, and access to every Warner Bros. film on HBO Max on the same day that it hits theaters.

HBO Max has two tiers, an ad-supported plan for $9.99 and ad-free plan for $14.99. HBO Max without ads also includes features like the ability to download offline and 4K streaming.

Subscribers will have access to hit HBO series like Succession, Mare of Easttown, Curb Your Enthusiasm, and more.

All HBO Max subscribers will get the full libraries of shows like “Friends”, “The Big Bang Theory”, “South Park”, “Fresh Prince of Bel Air”, “The West Wing”, and more.

They also will get Max Originals that aren’t available to HBO channel subscribers, like “The Flight Attendant” (Kaley Cuoco), “Love Life” (Anna Kendrick), as well as reboots to “Sex In The City” and “Gossip Girl.”

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