HBO Max Unveils European Launch Plans

HBO Max is adding seven territories to the first phase of its European rollout, including the Netherlands and Turkey, bringing it to an initial batch of 27 markets in the region.

This October, HBO Max arrives in Sweden, Denmark, Norway, Finland, Spain and Andorra. Central and Eastern Europe and Portugal will follow in 2022, along with the Netherlands, Turkey, Greece, Iceland, Estonia, Latvia and Lithuania.

The platform has also revealed that Warner Bros. movies will be available on HBO Max 45 days after their theatrical release this year in the Nordics. That windowing strategy will be implemented next year in Spain, Portugal, Netherlands, Greece, Iceland and Central and Eastern Europe.

“HBO Max is coming to Europe, bringing with it the best films and TV from 100 years of Warner Bros. together with HBO, Max Originals, DC and Cartoon Network,” said Johannes Larcher, the head of HBO Max International. “We truly have something for everyone in the family to enjoy, with a superior viewing experience. Soon HBO Max will have lit up in 27 territories in Europe, and 67 around the world—and we’re not finished yet, with much more to come as we aspire to be present in 190 territories by 2026.”

“We have been entertaining fans in Europe since our first HBO TV channel launched in Hungary back in 1991—and have been streaming on the continent for more than a decade with our HBO branded streaming services,” said Christina Sulebakk, general manager of HBO Max EMEA. “HBO Max represents the arrival of a new service that will take this to another level, offering an enhanced viewing experience and a much broader content lineup of the best entertainment for all the family at a very attractive price point. We are delighted to be bringing HBO Max to Europe for fans and customers to enjoy.”

HBO Max replaces existing HBO-branded streaming services in 20 territories in the Nordics, Spain, Portugal and Central and Eastern Europe. The monthly subscription will be reduced for customers in the Nordics (Kr 89 in Sweden and Norway, Kr 79 in Denmark and €8.99 in Finland), while the €8.99 monthly price will be maintained in Spain. New promotional offers will be unveiled ahead of this month’s launch.