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Warner Bros. Discovery’s Max expands to Asia-Pacific: A new era of streaming
Max’s strategic rollout in Southeast Asia and beyond
Warner Bros. Discovery is set to launch its Max streaming service in five Southeast Asian markets, including Hong Kong and Taiwan, by the end of this year. Australia will see the service in the first half of 2025. This expansion will involve a variety of business models to cater to different markets.
A technologically advanced platform
Max, which merges the content libraries of HBO and Discovery, has already made its mark in North America, parts of Europe, and Latin America. However, its entry into the Asia-Pacific region has been more gradual. The service is set to debut in Japan this week through a partnership with local streaming giant U-Next.
Flexible and diverse strategies
James Gibbons, president of APAC at Warner Bros. Discovery, emphasized the importance of flexibility in their approach. “In the coming weeks and months, there will be many announcements,” Gibbons stated. “We will be flexible and diverse in our methods, employing a mix of direct service and partnership models to reach our fan base.”
Direct-to-consumer and partnership models
The rollout will involve direct-to-consumer launches, app integrations with partners, and deeper collaborations with telcos, streamers, and pay-TV platforms. In Japan, Max will be available as a branded zone within U-Next at no additional cost to existing users. This approach aims to provide a seamless experience for Japanese consumers.
Replacing HBO Go in Southeast Asia
In Southeast Asia, including Hong Kong and Taiwan, Max will replace the older HBO Go service, which had limited content and lower technological capabilities. The new platform promises a richer and more diverse content library, enhancing the viewing experience for users in these regions.
Local content is key
Speaking at the APOS media and entertainment conference in Indonesia, Gibbons highlighted the importance of local content. “We take Asian content very seriously, both from a Max perspective and from a studio point of view. Max needs adjacency to Asian content,” he said.
Collaboration with U-Next
Gibbons described the partnership with U-Next as a two-legged relationship. “We have an arrangement where we access their Japanese content,” he explained. This collaboration opens up opportunities to bring U-Next’s Japanese content to a global audience, extending beyond the current reach of the Japanese streamer.
Expanding anime production
While HBO Asia has scaled back its content commissioning activities, Warner Bros. Discovery remains committed to producing content in the region. In Japan, the company is expanding its role as an anime producer and localizer of group intellectual property (IP).
The future of streaming in Asia-Pacific
The launch of Max in the Asia-Pacific region marks a significant step in Warner Bros. Discovery’s global strategy. By combining high-quality content with advanced technology and strategic partnerships, the company aims to capture a larger share of the growing streaming market in this region.
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