HBO Max Expands Global Reach with Launch in 12 New Markets

Warner Bros. Discovery (WBD) is set to launch its streaming service, HBO Max, in 12 new countries this July, extending its reach to a total of approximately 90 markets. This strategic move highlights the company's ambition to accelerate its global expansion strategy in the competitive streaming landscape.

The new markets include Estonia, Latvia, Lithuania, Albania, Armenia, Cyprus, Georgia, Iceland, Kazakhstan, Kyrgyzstan, Malta, and Tajikistan. This expansion follows WBD's earlier rollout in Turkey in April and its entry into Australia earlier this year. JB Perrette, CEO and President of Global Streaming & Games at WBD, emphasized the significance of these new launches, stating, "Our continued global expansion of HBO Max is helping fuel the great momentum we continue to see for the service."

The European region has emerged as a key growth engine for HBO Max, with over 2.5 billion hours streamed since its launch. According to a report by WBD, the time spent on the platform has increased both weekly and monthly, driven by popular series such as "House of the Dragon" and "The Last of Us." In the first quarter of 2025, streaming of sports content in the broader Europe, Middle East, and Africa (EMEA) region rose by 14% year-over-year.

HBO Max will offer two subscription plans in the new markets: the Standard Plan, which allows streaming on two devices simultaneously in full HD, and the Premium Plan, which supports four devices at once in 4K UHD and Dolby Atmos. Additionally, select countries will have access to sports content, including major Grand Slam tennis tournaments and winter sports events, with rights varying by country.

This expansion comes amidst WBD's announcement of its plans to split into two separate entities in the coming year: one focusing on studios and streaming, and the other on global networks. The company's first quarter of 2025 reported 122.3 million streaming subscribers, reflecting a growth of 5.3 million from the previous quarter.

As HBO Max prepares for further launches in Germany, Italy, and the U.K. in 2026, industry analysts suggest that WBD's aggressive growth strategy may enhance its competitive position against other major streaming services. This expansion not only opens new revenue streams but also strengthens HBO Max's content offerings by integrating local original productions, which have proven popular in various markets.

In conclusion, HBO Max’s expansion into 12 new markets underscores the ongoing evolution of the streaming landscape, characterized by fierce competition and the necessity for platforms to continually adapt and innovate. With plans to reach 100 markets, HBO Max is positioning itself as a leading global destination for entertainment, aiming to meet the diverse preferences of international audiences while solidifying its existing subscriber base.