Expanding Horizons: HBO Max's Ambitious European Takeover
HBO Max Enters Key European Markets
On Tuesday, HBO Max officially broadened its service footprint across major European countries, including Germany and Italy, two of the continent's largest economies. This strategic launch also extends to Austria, Switzerland, Greece, Israel, Luxembourg, and Liechtenstein, signaling a robust push into new territories.
Forging Alliances: Prime Video Partnerships
In anticipation of this widespread rollout, HBO Max secured multiyear distribution agreements with Amazon's Prime Video. These collaborations enable Prime Video subscribers in Italy, Germany, and Austria to access HBO Max content as an optional add-on. Furthermore, existing European deals with Prime Video in countries like France, Spain, the Netherlands, Sweden, and Belgium have been renewed and extended.
Leadership's Vision for European Growth
Qaisar Rafique, Executive VP and Head of Commercial Development for EMEA & APAC at Warner Bros. Discovery, highlighted 2026 as a pivotal year for HBO Max, emphasizing the importance of entering some of the world's largest economies. He stated that Prime Video's extensive reach would be instrumental in entertaining a vast audience in these new markets.
Elevating Entertainment: Prime Video's Perspective
Elisabetta Carruba, Director of Prime Video Channels for EMEA, underscored HBO's reputation for high-quality programming. She expressed that the integration of HBO Max as an add-on subscription significantly enhances Prime Video's existing catalog, moving closer to their goal of becoming a premier entertainment destination for customers.
Overcoming Past Challenges and Embracing Aggregation
Historically, prior agreements with the pay-TV conglomerate Sky had limited HBO's direct entry into markets like Germany, Italy, and the U.K. until the current year. The new carriage deals with Prime Video, coupled with bundling arrangements with various local platforms—such as RTL+ and Waipu TV in Germany, TimVision in Italy, Sunrise and Swisscom in Switzerland, Hot and Yes in Israel, and Vodafone in Greece—are designed to facilitate rapid scaling and compensate for lost time. In the increasingly competitive streaming landscape, platforms are recognizing the advantages of aggregation, adopting cooperative business models that echo traditional cable bundling strategies.
Completing the European Expansion
HBO Max plans to finalize its comprehensive European expansion with its launch across the U.K. and Ireland in March, thereby establishing a strong presence across the continent.
A Star-Studded Premiere in Berlin
To commemorate its new European operations, HBO is hosting a grand event in Berlin to celebrate the global premiere of 'A Knight of the Seven Kingdoms,' the highly anticipated 'Game of Thrones' prequel series set to debut on the service on January 19. The celebration will feature the series' lead actors, including Peter Claffey, Dexter Sol Ansell, Sam Spruell, Daniel Ings, Finn Bennett, Shaun Thomas, Bertie Carvel, and Tanzyn Crawford, alongside Casey Bloys, Chairman and CEO of HBO and Max Content, who will oversee this significant milestone in the company's expansion.
Diverse Content Offerings for European Viewers
Beyond 'A Knight of the Seven Kingdoms,' HBO Max aims to attract European subscribers with a diverse content library. This includes Noah Wyle’s Emmy-winning 'The Pitt,' the compelling Canadian hockey romance drama 'Heated Rivalry,' and Paul Thomas Anderson’s Golden Globe-winning and Oscar-contending film 'One Battle After Another,' which makes its streaming debut on Tuesday. Additionally, subscribers will enjoy access to popular library titles such as 'Friends,' 'The Big Bang Theory,' and the 'Harry Potter' film series. A sports add-on will also provide live coverage of events like the 2026 Olympic Winter Games and the French and Australian Opens.
Showcasing Local European Productions
The platform will also feature original content in local languages, including the new German series '4 Blocks Zero,' a prequel to the acclaimed Berlin gangster drama '4 Blocks,' and the heist drama 'Banksters.' From Italy, subscribers can look forward to Marco Bellocchio’s 'Portobello' and docuseries like 'Gina Lollobrigida: Diva Contesa' and 'Saman.'
Anticipated Local Film Releases in 2026
Local films, such as Warner Bros. Pictures Germany’s 'Wunderschöner' and Italian features 'Nonostante' and 'Squali,' the latter starring James Franco, are scheduled to be available on HBO Max throughout 2026, further enriching the platform's diverse content selection for European audiences.