Warner Bros. Discovery (WBD) has aggressively expanded its streaming footprint across Europe, launching HBO Max in eight new major markets including Germany, Italy, and Austria. However, unlike the direct-to-consumer (D2C) waves of the past decade, this rollout is defined by a strategic pivot: a heavy reliance on ‘super-aggregation’ deals, local partnerships, and bundles to penetrate competitive markets instantly.
The service has officially gone live in Italy, Germany, Austria, Switzerland, Greece, Luxembourg, Liechtenstein, and Israel, bringing WBD’s presence to over 100 countries worldwide. The rollout will culminate in the UK and Ireland on March 26, effectively completing the platform’s European map.
Rather than fighting solely for standalone subscribers, WBD has opted to integrate HBO Max into existing ecosystems via major telecommunications and broadcast partners.
The DACH Strategy: aggregation is king
Germany represents the clearest example of this new distribution philosophy. For its January 13 launch, WBD did not relying solely on a standalone app strategy. Instead, it struck a landmark bundling deal with RTL+, Germany’s leading local streamer.
‘We are igniting the next stage in the success story of RTL+ and preparing HBO Max for its big market launch in Germany’, said Stephan Schmitter, CEO of RTL Germany. The bundle combines RTL’s strong local reality and fiction slate with HBO’s US prestige dramas.
WBD also secured a partnership with IPTV provider waipu.tv, which will integrate HBO Max into its «Perfect Plus» package, and extended its deal with Prime Video to offer the service as an add-on channel. Matthias Heinze, SVP Commercial & Managing Director for WBD in the region, described the strategy as a move to make content ‘accessible to as many viewers as possible’ through diverse entry points.
This aggregation strategy extends to neighboring countries. In Switzerland, the launch is supported by partnerships with telco giants Sunrise and Swisscom, while in Austria, the service is available via Prime Video and a soon-to-launch bundle with RTL+, alongside a new distribution deal with Canal+.
The UK & Ireland: a new home for sports
Following the continental rollout, HBO Max will launch in the UK and Ireland on March 26, priced aggressively competitive for the ad-supported tier.
The UK strategy differs slightly due to the integration of live sports. HBO Max will become the streaming home of TNT Sports, offering subscribers access to the Premier League, UEFA Champions League, and Premiership Rugby alongside entertainment content.
Notably, the launch navigates a complex existing relationship with Sky. While HBO content has traditionally been exclusive to Sky in the UK, the new model allows for co-existence. According to reports, Sky subscribers will retain access to new seasons of hit shows, but older seasons—and the full library experience—will be exclusive to the HBO Max platform.
‘After decades of delighting audiences in the UK & Ireland with our remarkable stories… it’s a huge thrill to finally bring it all together on HBO Max, and also offer it directly to all consumers’, said JB Perrette, CEO and President of Global Streaming and Games at WBD.
Strategic alliances across the continent
The push for partnerships is evident across all new territories, reflecting a recognition that local incumbents hold the keys to rapid scale:
- Italy: WBD has partnered with TIM to offer HBO Max to TIMVISION customers, alongside a Prime Video channel option.
- Belgium: A multi-territory agreement with Canal+ brings HBO Max to Belgian viewers.
- Greece & Israel: The rollout leverages telco relationships with Vodafone in Greece (active since Feb 2025) and Hot and Yes in Israel.
Content as the driver
The expansion coincides with a slate of high-profile releases designed to drive acquisition. The lineup includes the Game of Thrones prequel A Knight of the Seven Kingdoms, premiering January 19, alongside the upcoming Harry Potter series and the live streaming of the Olympic Winter Games Milano Cortina starting February 6.
By weaving these premium titles into local bundles—rather than walling them off entirely behind a standalone app—WBD is betting that the path to profitability in a fragmented European market lies in cooperation rather than isolation.
