Unwavering Vision: HBO Max's Global Ascent with Unmatched Content
Strategic European Expansion and Content Leadership
As HBO Max extends its reach across Europe, the streaming service's top executives express unwavering confidence, despite the impending sale of its parent company, Warner Bros. Discovery. Their primary focus remains on delivering an unparalleled content experience to new audiences in eight European nations, including significant markets like Germany and Italy. JB Perrette, CEO and president of global streaming and games, highlighted the significance of this expansion, noting that the coming years, 2026 and 2027, are set to feature the most compelling content slate in HBO and HBO Max's history.
Navigating Corporate Transitions with a Content-First Approach
Addressing the potential implications of the corporate sale, Casey Bloys, chairman and CEO of HBO and Max content, underscored the importance of maintaining a strong focus on quality programming. He emphasized that the most effective strategy, regardless of the eventual outcome of the sale, is to consistently deliver outstanding shows. This content-centric philosophy is seen as the optimal path forward for the platform's sustained success.
Differentiating Through a Curated Content Strategy
Perrette also articulated the strategic timing of HBO Max's European rollout, stating that the company has closely observed the competitive landscape. He stressed that HBO Max aims to differentiate itself by offering a more focused and distinct content proposition, moving away from a volume-driven approach. Unlike other major streamers that strive to provide 'something for everyone' with vast libraries, HBO Max concentrates on a more curated, high-quality selection.
Global Reach and Future Market Considerations
Since its U.S. launch in 2020, HBO Max has steadily expanded its footprint across Latin America, Europe, and Asia. By the third quarter of 2025, Warner Bros. Discovery reported 128 million global streaming subscribers. The platform is set to complete its European and Western world rollout by March, with launches in the U.K. and Ireland. Perrette indicated that future expansion into key Asian markets would be carefully evaluated.
Highlighting a Robust Content Lineup and Exclusive Offerings
HBO Max's confidence in its content is well-founded, with a strong slate of upcoming and popular titles. The European rollout in countries like Germany, Italy, Austria, Greece, and Israel will feature highly anticipated series such as “A Knight of the Seven Kingdoms,” the prequel to “Game of Thrones,” and the ice hockey romance “Heated Rivalry.” Additionally, HBO Max will serve as the primary streaming hub for the Winter Olympics in Europe, with executives expecting significant viewership. The platform also boasts acclaimed shows like “The Pitt,” “It: Welcome to Derry,” and a selection of blockbuster films including “Superman” and the “Harry Potter” franchise.
Commitment to Local Original Productions
In a significant move to cater to local tastes, HBO Max is investing in Italian original productions. The first Italian original series, Marco Bellocchio’s “Portobello,” is set to debut in February, following positive reviews at the Venice Film Festival. Other notable Italian originals in development include “In Utero.” Perrette confirmed that the investment in Italian content would be substantial and geared towards captivating local audiences. Bloys reiterated this strategy, emphasizing the goal of producing the best possible Italian or German shows, without solely focusing on their international appeal. He believes that high-quality local productions inherently possess a greater potential for global success.