Max to Begin European Rollout in Spring 2024; Service is Only Streamer Besides Netflix to Show a Profit
Warner Bros. Discovery thinks the iron is hot, and it’s time to strike by expanding its flagship streaming service to new markets.
European streaming audiences are the next target for streaming executives. Data recently released by Ampere Analysis shows that Western Europe is set to overtake North America as the second-largest streaming market in the world by 2024, and Warner Bros. Discovery wants to ensure its streamers are a big part of the equation.
- European launch of Max begins in spring of 2024.
- Nordic territories will see the rollout first, with France and other territories coming later in the year.
- Max is the only streaming service to show a profit besides Netflix.
Max Heads to Europe
WBD international head Gerhard Zeiler and WBD streaming chief for Europe, the Middle East and Africa Leah Hooper Rosa confirmed that Max would be debuting in Europe in spring of 2024 at the Mipcom Cannes event this week. Users in The Netherlands, the Nordic states, Central and Eastern Europe, and Iberia will get their hands on Max first, and a second wave of launches will bring the service to countries like France and Belgium later in the year.
Users in the United Kingdom, Germany, and Italy will have to wait a bit longer to get access to Max. Currently, WBD content is available through the Sky streaming service in those territories, as a lucrative output deal has precluded the possibility that Max will become available for customers in those areas any time soon.
European users who do get access to Max will find that the streamer holds all of their favorite content from discovery+, including live sports like the 2024 Summer Olympics in Paris. The platform also features beloved HBO originals like “Euphoria,” “House of the Dragon,” “Succession” and many more titles.
Show Me the Money!
WBD must be pleased with the financial position Max finds itself in as it prepares to roll out to new customers in Europe. Company CEO David Zaslav said in early 2023 that the service had actually turned around its massive losses, and managed to register a small profit, making it the only streamer besides Netflix to achieve that goal.
That explains why streamers like Disney+ and Paramount+ have been strictly following the WBD playbook this year, cutting underperforming titles in order to reduce costs. WBD is preparing to double down on its financial gains as well, as Zaslav confirmed in September that users should expect a price increase on Max in the near future.
For now, however, American Max subscribers are enjoying free access to the new Bleacher Report sports add-on. WBD is currently providing all sports appearing on TNT simultaneously on Max at no additional cost to subscribers, though that’s only true until February when the B/R add-on will cost an extra $9.99 per month to stream.
Max
Max is a subscription video streaming service that gives access to the full HBO library, along with 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. Thanks to the B/R Sports add-on, users can watch NBA, MLB, NHL, March Madness, and NASCAR events.